Case Study

Wendy Simpson in China (A) (Overhead case)

13 pages
August 2005
Reference: IMD-3-1572

This novel, interactive two-part case series is in the format of a PowerPoint presentation to stimulate class discussion without any pre-class preparation. It describes the international growth journey of a Chinese company that was designed to combine the best of its Chinese and Western parents. It explores the vital role China can play in the global value chain of an organization/industry. And it also details the real-life experience of an Australian female middle-management expatriate, Wendy Simpson, who acted as a bridge between the Western and Chinese sides. The story is told by the Western parent company (disguised) that employed Simpson, Senior VP – Sales, Marketing & Communications for the Asia Pacific region. The company is a European-based hi-tech global leader operating for more than a century. It had been operating in China since the early 1980s, primarily through a very successful JV. The Chinese partner was a state-owned enterprise. In the late 1990s, the JV found itself at a crossroads: Both partners were wondering whether this JV was the best vehicle to bring newer technologies to China and enhance long-term profitability. The A case describes the business situation of the company and the strategic scenarios Simpson proposed to move forward. It aims to engage the participants in evaluating the options and deciding which one to take.

Joint Venture, International Business, Growth Management, Change Management, Globalization
Asia, China
Field Research
© 2005
Available Languages
Related material
Teaching note, Video
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

2005 EFMD AWARD WINNER (Emerging Chinese Global Competitors)
Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics