Ivey Publishing
A Speed Race: Benelli and QJ Compete in the International Motorbike Arena
Product Number:
9B09M097
Publication Date:
12/23/2009
Revised Date:
09/30/2010
Length:
16 pages (11 pages of text)
Product Type:
Case (Field)
Source:
Ivey
In 2005, the Qianjiang Group (QJ), a large-scale Chinese state-owned group, acquired the Italian company Benelli to expand its business in Western markets beyond Italy. Benelli's brand advantage was intended to provide the core competency for QJ to compete in the global motorbike markets; in addition, Benelli's capabilities and know-how in motorbike and scooter engineering also helped QJ complete its product portfolio. After a successful start, the many cultural differences related to an Italian business model and a Chinese company became problematic. Problems arose in integrating Chinese and Italian cultures and in coping with a completely different way of doing business, and the company was facing stiff competition from Japanese competitors. Despite excellent press and large industrial investments aimed at gaining efficiency and reducing prices, penetration of Western markets was difficult.
Issues:
Disciplines:
General Management/Strategy,  International,  Marketing,  Entrepreneurship
Industries:
Manufacturing
Setting:
China;Italy, Mid-Size, 2008
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Simplified Chinese (17 pages)
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