Chinese Firms Should Master Soft Power to Succeed Abroad, Teneo Executive Says
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Chinese companies need to invest more in soft power and strategic communications if they want to succeed globally, said Lauren Chung, CEO of Asia-Pacific strategy and communications at consulting firm Teneo.
While geopolitical tensions and trade barriers remain, the international environment has improved compared with a year ago, offering Chinese firms a chance to expand abroad — provided they can build trust with local stakeholders and clearly articulate their value and intentions, Chung said in an interview with Caixin at the World Economic Forum’s Annual Meeting of the New Champions, also known as Summer Davos, in Tianjin in June.
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- Chinese companies should invest more in soft power and strategic communications to succeed internationally, according to Teneo’s Lauren Chung.
- Despite improved global conditions, Chinese firms face skepticism abroad and must build trust, manage reputations, and articulate their value clearly.
- Chung emphasizes forging local stakeholder networks and focusing on shared value creation, citing challenges from critical Western media and geopolitical tensions.
- Teneo
- Teneo is a consulting firm headquartered in New York, founded in 2011. It advises C-suites and boards of major global corporations. Lauren Chung, CEO of Asia-Pacific strategy and communications at Teneo, emphasizes that Chinese companies must invest in soft power and strategic communications to succeed globally and build trust in new markets, despite geopolitical tensions.
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