The present study is focused on cross-cultural analysis of different Spanish companies operating in China. Mainly, the research examines the impact that cultural factors can have on the Spanish firms in China. And these cultural factors affect, first, to the external activity of the company, and secondly to human resources management, the formation and execution of strategy, form of organizational structure, and corporate governance within the enterprises. This thesis is a qualitative study. The study contains the particular experiences of four Spanish firms and their evolution in the Chinese market. The data of the research are collected through in-depths interviews with four Spanish companies that agreed to participate in this research. And it focuses on Spanish firms that have already settled their manufacturing plants in China. This research will provide the reader firstly with general information of Spanish firms in China, economic factors between the two countries and cultural orientation models. Later, the experiences of the case companies are added in the research. The study provides much detail information on the topics such as the process of negotiation in China, the marketing activities and advertisment done, and the daily operations inside the firm. And finding the most common difficulties, or otherwise discover new skills or knowledge of Chinese culture that firms have to deal with.

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