葛兰素史克行贿门折射中国经商风险

    对于大多数西方企业来说，葛兰素史克案引起的第二个问题更加重要，更加发人深省。中国政府打击医药行业腐败的方式表明他们是在有选择性地挑选目标，可能还带有保护主义的目的。葛兰素史克可能的确在中国行贿了，但是它在中国的竞争对手们无疑也干了同样的事，而且其中许多公司还是常年累月肆无忌惮地行贿。不过中国政府为什么单单把葛兰素史克这个在医药业占主导地位的西方制药商拎出来敲打呢？

    如果我们看看西方企业在中国获得显著市场份额后的际遇，我们可能会发现一个令人担忧的模式。他们遭到了中国政府机构的不公平审查，而且西方企业因之受罚的小动作，他们的本土竞争对手也做了，但却没有承担任何后果。

    最近的例子就是中国政府对惠氏（Wyeth）和雀巢（Nestle）等西方婴幼儿奶粉厂家发起的反垄断调查。中国奶企生产的毒奶粉已经毁掉了中国奶业的品牌和市场，使西方婴幼儿奶粉厂家趁机抢占了巨大的市场份额。中国政府对此的反应是什么呢？不是对中国婴幼儿奶粉厂家制定更严格的食品安全标准，而是试图伤害西方企业。受害者最终将是无法获得安全营养品的中国宝宝。

    另一个例子是百胜餐饮（Yum Brands），它旗下的肯德基（KFC）快餐店如今在中国遍地都是。几个月前，由于媒体声称肯德基的鸡用了抗生素，导致肯德基的销售额直线下降。肯德基的中国竞争对手们的食品安全标准虽然没有肯德基严格，但是却被放了一马。

    如果说西方企业能从葛兰素史克案中得到什么教训的话，那就是他们应该提高在中国做生意的风险报酬，同时仔细出台各种管理日常风险和危机的计划，以免陷入一条泥泞的河里不能自拔。

    裴敏欣是克莱蒙德－麦肯纳学院普利茨克家族基金会的政治管理教授，也是美国的德国马歇尔基金会的一名非常驻高级研究员。（财富中文网）

    译者：朴成奎

    For most Western firms, the second issue raised by the GSK case is far more relevant and alarming. The way Chinese authorities are cracking down on widespread corruption in the pharmaceutical industry suggests that they are selecting their targets discriminatively and may have a protectionist agenda. GSK may have committed bribery in China, but so have its Chinese competitors, many of whom perpetuate even more brazen forms of bribery. But why is Beijing only singling out GSK, a dominant Western firm in the sector?

    If we look at how well Western firms have fared in China once they have gained significant market share, we may detect a worrisome pattern. They face unfair scrutiny from Chinese authorities and are often penalized for the same infractions for which their Chinese competitors suffer no consequences.

    The most recent example of this pattern is the Chinese government's anti-trust investigation of Western baby formula makers like Wyeth and Nestle in China. Tainted baby formula made by Chinese dairy firms has destroyed these Chinese company's brands and sales, allowing Western baby formula makers to claim a huge market share. What's the reaction of Beijing? Instead of enforcing tighter food safety rules on Chinese baby formula makers, they are attempting to hurt Western firms. The victims will be Chinese babies denied safe nutrition.

    Also consider Yum Brands (YUM), which runs the wildly popular KFC franchise in China. A few months ago, KFC sales in China plummeted after press allegations of the use of antibiotics in the chickens it sold. KFC's Chinese competitors, which adhere to less rigorous food safety standards, were spared.

    If there is one valuable lesson to be drawn from the unfolding GSK corruption scandal in China, it is that Western multinationals ought to increase the risk premium for doing business in China and have careful plans in place for managing both routine risks and crises, lest they fall into a river of business muck.

    Minxin Pei is the Tom and Margot Pritzker '72 Professor of Government at Claremont McKenna College and a non-resident senior fellow of the German Marshall Fund of the United States