This article describes findings of in‐depth interviews about the role of face in Chinese business culture with 34 Chinese businesspersons and 8 American businesspersons who were operating in major mainland Chinese commercial centers. Informants described 229 business incidents involving the major face practices: giving face, protecting face, vying for face, and not considering face. Authentic examples of the various face practices in business situations are provided to illustrate related behaviors. A model of face practices was developed that describes dominant face practices and related strategies based on the following business relationships: horizontal insiders, vertical insiders, and outsiders. Related recommendations are provided for business practitioners and researchers.
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Peter Wilson Cardon (2008) studied this question.
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