The main thing in Western companies is efficiency and rationality. For Eastern companies, relationships and a code of ethics are much more important. To establish long-term, trusting relationships with Eastern executives, their Western counterparts need to understand the basic elements of Eastern business culture and the intricacies of negotiation. In this book, Singapore-based business consultant Sing Ong Yu examines the different models of Chinese, Japanese and Korean management systems, as well as theories underlying them. He gives examples of successful and unsuccessful attempts by Western companies to enter Eastern markets. Now it will be easier for you to understand Asian partners and build successful interactions with them.