Managing relationships and consumer awareness are two increasingly cited aspects of a successful China strategy. They are also the key planks of the Lincoln Electric's China strategy.

Industry Week currently features an article on the China Strategy of Lincoln Electric. It is a fairly general article focusing on skills of relationship management, but an interesting case study after all...

...Because a personal approach is vital in all Asian cultures, Lincoln Electric's managers have made a point of developing relationships with important individuals inside various Chinese enterprises and governmental entities. These relationships have grown stronger over time as Lincoln Electric has learned more about the needs of the Chinese and how best to serve them. The resulting bonds of trust and respect are often invaluable when contract bids are weighed.

Since China's industrial economy is still developing, potential customers may need to be shown the value of the latest available technology. Lincoln Electric provides ongoing education and hands-on training for distributors and end-users, both in its on-site training facility in Pudong and in the field. Lincoln Electric also guarantees access to qualified service technicians and a broad range of support for even its most sophisticated products..."