Ivey Publishing
Bundy Asia Pacific - China Strategy
Product Number:
9A98M003
Publication Date:
04/20/1998
Revised Date:
01/29/2010
Length:
19 pages (13 pages of text)
Product Type:
Case (Field)
Source:
Ivey
Phil Stephenson, the director of China for Bundy Asia Pacific (BAP), was preoccupied with Bundy's business in China. BAP's CEO, Tony Martin, had shown Phil the fax from Robin Thompson, the new marketing and product development director of Bundy International, BAP's UK-based parent company. Thompson had asked BAP about its strategy for the refrigeration business in China. Despite 10 years of experience in China, Bundy had not met its market goals. Whatever strategy was developed, it would be an important part of Bundy's proposed global refrigeration strategy. This rich case allows detailed discussion around issues including (a) business (re)development strategy, (b) joint ventures versus wholly owned subsidiaries, (c) organizational structure, and (d) expatriate and local staffing.
Issues:
Disciplines:
General Management/Strategy,  International
Industries:
Manufacturing
Setting:
China/Australia, Large, 1996
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Korean (22 pages)
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