One of the elements of the cultural difference between Europe and China is the importance that is given to relationships. In the West you would assume the importance to be the same, but there is a significant distinction. In China, connections with the right people help you to get things done, to survive and to succeed. Whereas in the West content is predominant, in China the way people interact with each other strongly influences the working environment. ‘Face’ and long-term effects are taken into consideration.