BMV Brilliance Automotive Cross-cultural Studies

With the economic globalization，under the guidance of the national strategy,Chinese enterprises’ internationalization pace is speeding up, China is becoming aforeign investment country, Chinese enterprises’ internationalization is entering anew constant state. Under this background, the joint venture operators and theacademic community pay more and more attention to analysising the culturaldifferences conflict in the operation and management, to evaluating the role culturein the transnationalbusiness perspectively and to integrating different cultures. Atpresent, the cooperation between China and German is increasing, although theGerman corporate culture has a Germanic peculiarity, the study on German jointventureenterprise culture is relatively less, this paper takes the BMW BrillianceAutomotive Company as the research object, researches the successful cross culturalfactors of Chinese car joint ventures. Especially, the Germany BMW’s corporateculture is a successful enterprise culture which has experienced one hundred yearsexploration and several generations employees’ practice, this paper hopes that thestudy of cultural integration in Chinese enterprise joint process can provide someexperiencesand help for the future of sino-foreign joint ventures.First of all, this paper puts forward the research problem, summarizes andevaluates the research on corporate culture and cross culture management at homeand abroad; secondly, this paper discusses the concepts of corporate culture, includingthe enterprise culture’s factors, connotation, types, characteristics and the influence,and analyzes the cultural relationship and difference between the national culture andthe corporate culture and the joint ventures, it also explains the related theories ofcross-cultural management, discusses the cross-cultural management developmentand the corresponding strategy; thirdly, this paper describes the differences in theGerman national culture in details, and then analyzes the effect of the two sidesnational society on the enterprise culture. On this basis, this paper puts forward across culture integrated model; fourthly, with the research and interviews in BMW Brilliance Automotive, this paper analyzes the difference between enterprise culture,management style and the behavior style of this company, revises the proposedcultural integration model again, by using it as a base, it designs a questionnaire,verifies the front model, and points out the cultural differences and the cross cultureconflicts that in the application of BMW Brilliance Automotivecross culture, andanalyzes the main causes of the conflicts; finally, it proposes the implementationstrategy of cultural integration for theBMW Brilliance Automotive Company.