This thesis is mainly studied and analyzed the cross-cultural management and how to deal with the marketing in the globalization context. The project describes the issues from the perspectives of western firms in China. These reality case-studies are reflection the opportunities and challenges in international（Portugal-China） trades. One of the major difficulties for the Joint Ventures is going to choose the appropriate time to entrance into Chinese market. And the other concern what type of cross-culture management is considered to face. The research was conducted using a qualitative study as the main approach, meaning that the thesis was done by original investigation between in-campany of Europe and China. The result was designed including interviews in corporation. Therefore, this thesis adopted literature review, semi-interview, case-studies, comparative studying qualitative research methods to explore issues related to Joint Ventures’ intercultural management and international business. The study found that the core problem of the western firns in Chinese marketing is the timing and the opportunies. In additionally, the differences reflect from multicultural values systems. Furthermore, the success of the intercultural management is the flexibility and the dynamic strategies in the business according to different priods and global diffusion.