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.

Keywords
Joint Venture, International Business, Growth Management, Change Management, Globalization
Settings
Asia, China
1997-2004
Type
Field Research
Copyright
© 2005
Available Languages
English
Related material
Teaching note, Video
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