Report on cultural differences between China and Europe

Business insights: China – Europe, cultural differences from both sides

From a historical point of view China and Europe have a long relationship. From the silk route in the
middle ages until today: trade has always been there. This intensified even more since the last 40 years,
as stated by Li Keqiang, the prime-minister of the People’s Republic of China. Among this vast trade of
goods and services between China and Europe, there is the bicycle industry. The bicycle industries of
both Europe and China are huge and well established. Despite that, there somehow seems to be some
misunderstandings when conducting business with each other.


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