In his most recently published book "Conquering China" (2008), expert author Antonio Fonduca clarifies how to fruitfully manage cultural differences in China. Lessons are shared, helping readers to learn the silent language and interpret hidden meanings in Chinese-Western business negotiations.

“There is an emergent need for a developed understanding of intercultural interaction in today’s allthemore dynamic world and China, being the world’s largest recipient of foreign direct investments, is in the center of attention to large parts of the Western world” said author Antonio Fonduca. Indeed, one potentially grave pitfall for many Westerners in China is their lack of knowledge on ancient cultural forces that have affected the Chinese mind for thousands of years, and still does today. Westerners certainly need upgraded tools to effectively manage relations with the Chinese and to avoid pitfalls.

Throughout his career and in studying Sino-Western business relations, the author kept asking himself why some people smoothly overcame challenges in China, whereas other had to struggle to keep up. “I was astounded over the apparent paradoxical behavior of the Chinese and how Western business executives would describe their experiences in China so differently. So I prepared to explore the inside scoop,” Antonio said.

In 2006 Antonio Fonduca set out to get the answers to his questions. “I was convinced that there must be some covert rules, silent language and underlying driving forces that set the scene,” Antonio said. He interviewed executives and business leaders with vast experience in Sino-Western business relations. Extracted from these interviews were a set of key principles of success, all incorporated in Conquering China, together with power laws and managerial implications for readers to apply in their own ventures.