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Anbang's Starwood retreat is setback for China's M&A campaign

* Anbang chairman called Stardwood CEO as early as Mar 29

* China's announced outbound M&A reaches $101 bln year to date

* Anbang's case could make US boards more skeptical - bankers

* Starwood CEO found Anbang and chairman Wu to be "very credible" (Adds comments from Starwood's latest disclosure, fresh comments from Primavera Capital)

By Greg Roumeliotis

April 1 (Reuters) - Anbang Insurance Group Co's unexpected withdrawal this week of its $14 billion offer to buy Starwood Hotels & Resorts Worldwide Inc is a wider blow to the unprecedented drive by Chinese companies to acquire North American and European assets.

Fresh disclosures by Starwood on Friday showed how Anbang's hard-charging Chairman Wu Xiaohui backed out of the deal even after calling Starwood Chief Executive Thomas Mangas as early as March 29 to assure that the Anbang consortium needed "a couple of days" to finalize its proposal.

Instead, on the afternoon of March 31 a representative of Anbang consortium's legal counsel Skadden, Arps, Slate, Meagher & Flom LLP delivered the unexpected news to Starwood's legal counsel Cravath, Swaine & Moore LLP that the Chinese-led consortium is abandoning the multi-billion dollar bid for Starwood.

That brought down the curtains on two weeks of high drama during which Anbang and its consortium partners J.C. Flowers and Chinese private equity firm Primavera Capital came within striking distance of owning some of the world's best known hotel brands including Sheraton and Westin hotels.

"Though Anbang has decided to withdraw from the Starwood situation, don't yet count it out," Primavera chairman Fred Hu told Reuters.

From semiconductors and industrial equipment, to financial services and real estate, China's insatiable appetite for Western companies has pushed the country's announced outbound cross-border M&A to $101.1 billion year-to-date, nearly surpassing the full-year record of $109.5 billion set last year.

Yet Anbang's abrupt move, which came after Starwood said on Monday that the Chinese insurer's latest offer was "reasonably likely" to be superior to a cash-and-stock deal with Marriott International Inc, added fuel to concerns that many Chinese companies may not be able to deliver on their acquisition expectations.

"To succeed in the U.S., Chinese companies will have to adapt to American styles of governance and transparency. It will be difficult to close mega deals without a more open style, so we may see more modest deals until China changes," said Erik Gordon, a professor at the University of Michigan's Ross School of Business.

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