Case in point was DMGs campaign for Volkswagen

A case in point was DMGs campaign for Volkswagen, which helped the German company become ubiquitous in China. The ads used traditional Chinese characters, which had been banned by Chairman Mao during the cultural revolution in favor of simplified versions. To get permission to use the characters in film and print adsa a first in modern Chinaa the trio had to draw on high-level government contacts in Beijing. They won over officials by arguing that the old characters should be thought of not as a?charactersa? but as art. Later, they shot TV spots for the ad on Shanghais famous Bund, a congested boulevard that runs along the waterfront of the old city. Drawing again on government contacts, they were able to shut down the Bund to make the shoot. Steven Spielberg had been able to close down only a portion of the street when he filmed Empire of the Sun there in 1986. DMG has also filmed inside Beijings Forbidden City, even though it is against the law to do so. Using his contacts, Mintz persuaded the government to lift the law for 24 hours. As Mintz has noted, a?We dont stop when we come across regulations. There are restrictions everywhere you go. You have to know how to get around them and get things done.a?64
Case Discussion Questions
a? 1. Why do you think that it is so important to cultivate guanxi and guanxiwang in China?
a? 2. What does the experience of DMG tell us about the way things work in China? What would likely happen to a business that obeyed all the rules and regulations, rather than trying to find a way around them as Dan Mintz apparently does?
a? 3. What are the ethical issues that might arise when drawing upon guanxiwang to get things done in China? What does this suggest about the limits of using guanxiwang for a Western business committed to high ethical standards?

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