China Railway Construction Corporation: Attaining Globalization via High-Speed Rail
(6 pages of text)
Case (Pub Mat)
Despite fast advancements in technology and production capacity, China Railway Construction Corporation (CRCC) faced a variety of challenges and risks on its path to build profitability in the global high-speed rail (HSR) market. Some of these challenges arose from competition between CRCC and nations with competing HSR technology and international expansion plans. Other challenges were related to the country of origin and its effects on perceptions about the product and brand positioning. In 2018, CRCC was facing intensive competition and complicated international environments, and it needed to develop an effective risk prevention and management scheme in order to compete and succeed through global expansion.
This case can be used in an undergraduate-level course on international market entry, international business management, or competitive strategy development. After working through the case and assignment questions, students will be able to do the following:
- Perform an analysis of political, economic, social, and technological (PEST) factors that affect a company when it is planning an international market entry.
- Understand country-of-origin effects on perceived brand positioning.
- Evaluate the appropriateness of alternative positioning strategies under different competitive market scenarios.
- Distinguish between expansion in the domestic market and global market expansion.
China, Large, 2018
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