By Jean-Paul Larcon

This e-book examines the increase of chinese language businesses in foreign markets over the past 20 years of speedy enlargement of the chinese language economic system. The fruit of a collaboration among prime company colleges, HEC Paris and the college of Economics and administration of Tsinghua college, it offers a finished evaluate of the options of chinese language multinationals by way of overseas advertising and marketing and branding, M&As and overseas joint ventures, administration of expertise, association and human source administration, and so forth.

The options of numerous recognized businesses are defined intimately, together with Baosteel, chicken, Haier, Hisense, Huawei applied sciences, Lenovo, Nuchtech, Petrochina, TCL, Tsingtao Brewery, Wahaha, Wanxiang, and so on.

Contents: company ideas of chinese language Multinationals (Z-M Jin); China's cross international coverage (Z-X Li); China's Outward international Direct funding (Z-X Li); The Internationalization technique of chinese language Multinationals (R-P Kang); foreign advertising concepts of chinese language Multinationals: The event of poultry, Haier, and TCL (Z-H Hu & G Wang); Technology-Based pageant and chinese language Multinationals (J-P Larçon & G Barré); Innovation and information move in chinese language Multinationals (D-H Li); company tradition and association of chinese language Multinationals (Y-H Wang); chinese language Multinationals and worldwide price Chains Lenovo (F Duhamel); Alliances, Joint-Ventures and chinese language Multinationals (P Dussauge).

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At that time, the color television industry had a low level of market concentration but faced fierce competition and high risks. Large companies dominated the market and having a good reputation was not enough to survive. The only solution for Hisense was to expand its manufacturing volume in order to gain a competitive advantage. 4: Hisense diversification process. Period Types of products 1970s 1980s 1990s Radios, black and white television sets Radios, color television sets Color television sets, video, cash registers, computers, air conditioners, information technology, telecommunications, real estate TV (plasma, LCD, conventional), VHS, cash registers, computers, air conditioners -information technology, telecommunications, real estate -mobile phones, refrigerators, household electrical appliances 2000s Source: Company data.

Strategy and the Chinese Economy The word “strategy” in China refers traditionally to the conduct of warfare. Business strategy is a relatively young discipline in the country which has been influenced by contributions of western scholars such as Chester Barnard’s Functions of the Executive or Igor Ansoff’s Corporate Strategy. Corporate strategy provides overall direction, policies, and plans for the company as a whole to achieve long-term growth and stability in a changing environment. Strategic management traditionally includes three levels: corporate strategy, business strategies and functional strategies.

Cases of Unsuccessful Diversification: Apollo and Chundu Many Chinese enterprises diversify in order to spread their operational risks. However, without an in-depth evaluation of the firm resources, business environment, and characteristics of the target business, the result of diversification can be the opposite: increased risks and potential failure. The dangers of such superficial diversification strategies are explicit in the following cases. Case 1: Apollo Diversification Strategy At the end of 1987, the predecessor of the Apollo Group, the Huangjiang Health Products Factory, was set up in Dongguan, Guangdong Province.

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