United Technologies has some well-known product brands, including Pratt & Whitney, Carrier, The Sikorsky Aircraft Corp and The Otis Elevator Co but, outside the industry, few people know the group's name.
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"The brand of United Technologies will become better known in China in the future," Xie said.
"I will work with the business leaders on a stronger corporate name and well-deserved recognition in China."
Social responsibility and industrial cooperation projects will be starting points to promote the brand, he added.
United Technologies launched a program in December to donate libraries to primary schools in rural China. It is the first time the program was upgraded to the group level - it used to be conducted solely by the group's aviation business unit.
Xie, who has a weakness for history books, said he learned some management methodologies from Chinese classics, such as Mao Zedong's On Contradiction and books by Zeng Guofan, an eminent Han Chinese official, military general and devout Confucian scholar of the late Qing Dynasty (1644-1912) in China.
After work, Xie, who received his bachelor's degree from Peking University, has some characteristics typical of Chinese college graduates from the 1980s.
He is a versatile person and plays guitar in the company's year-end gatherings, said Xie Bin, communication director of United Technologies Aerospace Systems in China.
"I believe in a work-life balance," Xie said.
He is also a family man and the father of two teenagers. He usually goes straight home after work to help his children learn Chinese.
"I believe family should stay together," said Xie.
A sense of home is also a reason for Xie's staying in the technology company for such a long time.
"It has been natural for me to spend 18 years at United Technologies because I just feel at home here," he said.
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