Abstract
Christians doing business in China need to build guanxi, or relationships, with Chinese business leaders and customers. They need to affirm the values their Chinese business associates and customers embrace that are consistent with the Gospel. Both traditional values and those of the new generation are important, and the emerging gender values are particularly significant. This study, conducted in a major Chinese university, uncovers contemporary Chinese values helpful in building trust and in forming a credible and appealing foundation for conducting business and presenting the gospel in China.
