Question 1 Which elements of culture can be identified in U Hooker's strategy of targeting cashed up Chinese residential property investors? Answer Knowledge By engaging a partner who has a thorough understanding of Chinese buyers and empowering the partner to effectively represent the company in China, U Hooker has demonstrated empathy for the host culture. Sensitivity U Hooker's dual strategy and its components demonstrate the company's cultural sensitivity and awareness of the nuances that are unique to the Chinese market. The company's sensitivity has paved the way for long-term business relationships between Juwai and LJ Hooker. This has been the strength of the partnership, which has resulted in an increase of traffic enquiries via Juwai.com. Collectivism Chinese buyers' are active in networking via guanxi networks. Thus, Juwai offers an opportunity for U Hooker to have a better understanding of these networks and their influence on purchase decisions for investment property. Juwai emphasises the strength of family ties and trust and the need for international real estate companies such as U Hooker to consider these in order to enhance their opportunities in China. Cognitive styles Trust in brands and brand familiarity is an important factor among wealthy Chinese property buyers, who now spend more time researching prospective sellers. It is recognised that these buyers have a high regard for established international brands such as U Hooker. Thus, the solid partnership between Juwai and U Hooker has created a recognisable brand which is likely to create a high level of loyalty and minimal brand switching