An educational analysis of Chinese business development strategies by United States agricultural companies: A Delphi study

Jiajiang Peng, Purdue University


A three-round Delphi study was conducted to identify key components and their importance in development of an effective U.S.-China business partnership by U.S. agricultural companies. Thirty-seven (37) panel members completed the first round survey with 34 of them completing the second and third round surveys. The panel members were U.S. agriculture business experts who understood the research topics, had international agriculture business experience, and were willing to share such experiences. Panel members were purposefully selected to represent the agricultural industry, government, and higher education sectors. In summary, the panel generated a total of 63 key components that U.S. agricultural companies should consider when entering the Chinese market. These key components were categorized into nine groups: ethics and trust; language and culture; Chinese markets; political and economic climate in China; product advantages and customer service; human resources and labor costs in China; networks and partnerships in China; Chinese business practices; and legal counsel and intellectual property in China. Of the 63 key components, approximately 32% reached a high consensus level, 65% reached a moderate consensus level, and 3% reached a low consensus level. Also, all 63 key components were rated by the panel as at least moderately important. Approximately 22% of the 63 key components were considered essential, 65% were considered very important, and 13% were considered moderately important. The panel members were also asked to rate the importance of the training topics for U.S. agricultural companies wishing to enter the Chinese market. Of the nine training topics for which training was recommended for U.S. agricultural companies, the “product advantages and customer service” group reached high consensus level among the panel. The other eight training topics reached moderate consensus level. Also, of the nine training topics, the “ethics and trust” as well as the “Chinese markets” were both considered as essential by the panel for including into training programs that U.S. agricultural companies should consider when entering the Chinese market. The other seven training topics considered as very important were: language and culture, political and economic climate in China, product advantages and customer service, human resources and labor costs in China, networks and partnerships in China, Chinese business practices, and legal counsel and intellectual property in China. ^




Roger L. Tormoehlen, Purdue University, B. Allen Talbert, Purdue University.

Subject Area

Economics, Agricultural|Education, Agricultural|Education, Curriculum and Instruction

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