sju tsai - Ostasieninstitut der FH Ludwigshafen
sju tsai - Ostasieninstitut der FH Ludwigshafen
sju tsai - Ostasieninstitut der FH Ludwigshafen
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FOUR HUNDRED MILLION CUSTOMERS:<br />
The ExperiencesCSome Happy, Some Sad of an<br />
American in China and What They Taught Him<br />
Carl Crow<br />
Introduction to 2003 edition by Ezra F. Vogel, Harvard<br />
University<br />
Four Hundred Million Customers (1937) is a collection of<br />
humorous essays and piquant anecdotes un<strong>der</strong>pinned by<br />
well-informed insight and highlighted by witty drawings by<br />
G. Sapojnikoff. Like a bowl of salted peanuts, these<br />
vignettes make you want Amore.@ The book was welcomed<br />
on its publication as the most entertaining and instructive<br />
introduction to the rapidly mo<strong>der</strong>nizing people of the new<br />
China and their resilient customs. While it has been taught in<br />
recent years at the Harvard Business School, the book C or<br />
at least its title C has been cited much more than read, usually to illustrate American<br />
illusions about the China market. Yet the book has lost none of its still perceptive insights<br />
into China, which is now more than triple Afour hundred million.@<br />
ACrow, living in Shanghai [in the early twentieth century], wrote in a bemused manner<br />
about city dwellers. [While] Crow=s book was of little value to the China watcher of the<br />
1950s and 1960s . . . once Chinese reform and opening took off after 1978, the clever city<br />
dwellers that Crow described in the 1930s are a far better guide to the China of today than<br />
[Edgar] Snow=s revolutionaries or [Pearl] Buck=s peasants.<br />
AI have a former student, a successful businessman, who opened a factory in Shanghai a<br />
few months ago. On his reading stand he keeps a copy of Four Hundred Million<br />
Customers. >No other book,= he said, >including many more contemporary works on the<br />
Chinese economy, provides as much insight into the business environment I face. And it<br />
helps me keep my sense of humor as I face the frustrations of doing business in China.= No<br />
need to repeat the won<strong>der</strong>ful stories and phrases found in the book. Enjoy.@<br />
C from the Introduction by Ezra F. Vogel<br />
On the original edition . . .<br />
$ ASuperlatively entertaining@ CNew York Times Book Review<br />
$ ANo one who wants to do business in China can safely neglect it@ C The Times<br />
(London)<br />
$ AA feast of human nature for almost any rea<strong>der</strong>.@ C Carl Van Doren, Boston Herald<br />
$ "One of the most convincing and lifelike descriptions of Chinese life we have ever had@<br />
C Dorothy Canfield, Book of the Month Club News<br />
Carl Crow (1883B1945), attended the Missouri School of Journalism, went to China just<br />
before World War I and stayed on to found the first American advertising agency in<br />
Shanghai. Crow became one of the key American interpreters of Asia for the reading public<br />
back home. Among his popular books were biographies of Confucius and Townsend<br />
Harris, the first American envoy to Japan; Handbook for China (1933), a tourist guidebook<br />
reprinted in 1983; I Speak for the Chinese (1937), which advocated American defense of<br />
China against Japanese military encroachment; and Foreign Devils in the Flowery<br />
Kingdom (1940), a history of foreigners in China.<br />
EastBridgeD=Asia Vu Reprint Library 2003 318 pp illustrations<br />
ISBN 1-891936-07-7 (pb) $14.95<br />
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