This study is intended to study more about ethnic Chinese business organizations (ECBO) by examining the heterogeneity in strategy and structure. From a theoretical perspective, this research contests the trend that explains the nature of Chinese family business in primarily cultural and historical terms. With limited field interviews and synoptic surveys, previous studies tend to generalize their characteristics. This inquiry argues that due to different environmental aspects, the organizational features tend to vary among the ethnic Chinese firms. Instead of viewing ECBO as a single distinct group, the study categorized the firms according to its social, political and economic variances. We then incorporates a conceptual framework to analyze the strategy and structure by taking an intra-ethnic comparative studies. The research hypothesizes that due to different market policy, level of industrialization and income level, demography, and ethnic Chinese social positions, the ECBOs in Hong Kong, Singapore and Taiwan are more likely to a) internationalize, 2)specialize, and c) decentralize than those in Malaysia, Thailand, Philippine, and Indonesia. The empirical test based on international survey support the hypotheses and showed significant difference between the ethnic Chinese firms in two groups.