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Case Studies by Hellmut Schütte

24 case studies

by Publication Date
published: 26 Feb 2018

  • Topic: Strategy
  • Industry: Chemical Industry
  • Region: Asia

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Abstract:
This condensed case describes the attempts of a successful Swiss MNC to expand in Asia. Despite 100 years of experience in the region, its exposure remains limited. Globally run divisions continue to favour traditional western markets. Attempts to strengthen the geographic dimension with the opening of a regional headquarters in Hong Kong fail. Will the MNC miss out on Asia's booming markets?

Pedagogical Objectives:
The case exemplifies the problem of MNCs that are globally managed and face major shifts in the geography of their business. It goes further than discussing global-local or headquarter-subsidiary dualities by adding a regional dimension, both strategically and organisationally. As such, it deals with the fundamental question of the organisational structure of a divisionalised, multinational firm.

Keywords:
Multinational Management, International Strategy, International Organisation, Regional Headquarters, Subsidiaries, Asia

published: 20 Dec 2013

  • Topic: Economics & Finance
  • Industry: Electronics
  • Region: Europe

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Abstract:
Daewoo Group companies run a distant third or fourth in their respective industries in Korea, but they are rapidly expanding their presence, mainly through acquisitions, in foreign markets. In this context, Daewoo Electronics makes a bid in 1996 for the heavily indebted French electronics manufacturer Thomson Multimedia, which is being privatised. The French government's October announcement of its preference for Daewoo's bid unleashes a storm of criticism in France, and the French Privatisation Commission's subsequent refusal to endorse the government's decision creates a major diplomatic incident between France and Korea.

Pedagogical Objectives:
To introduce one of the most aggressive Korean chaebol and its extraordinary growth plans. To expose the complexity of the issues, which can surround cross-border, cross-cultural acquisitions. T o contrast Korean and French industrial policies.

Keywords:
Internationalisation, Globalisation, Korean Mncs, Government Policy, Privatisation, Acquisition, State-Owned Enterprise, France, European Competitiveness Initiative, European Competitiveness, Europe, Government and Policy

Related:

published: 01 Oct 2003

  • Topic: Marketing
  • Industry: Tourism
  • Region: Europe

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Abstract:
Please refer to part A for the abstract

Related:

published: 10 Jan 2003

  • Topic: Marketing
  • Industry: Tourism
  • Region: Europe

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Abstract:
Museums in France have traditionally not bothered much about the needs of their visitors. However, recently the Orsay Museum changed this through the help of a consultant. The museum developed a range of marketing instruments and focused on American visitors as the most attractive segment. Then 11 September happened and forced the museum into a rethink its strategy.

Pedagogical Objectives:
Describe the change from a supply-driven, government owned institution to a marketing oriented service provider in the tourist industry. Illustrate the impact of externalities on well-designed focused strategies.

Keywords:
Segmentation, Marketing Orientation, Tourism, American Tourists, Paris, Crisis Management, France, Museum

Related:

published: 01 Nov 2001

  • Topic: Marketing
  • Industry: Alcoholic beverages
  • Region: Asia

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Abstract:
The case describes the boom and bust of sales of French wine, especially expensive Bordeaux wines, in Asia. The unstructured and fragmented markets of developing Asia offer opportunities for tailor-made, branded products. However, such entry may be too early. In Japan, bulk imported French wine is already successfully marketed by Japanese companies under their names. For David, a young MBA, Japan may be too late for an entrepreneurial venture.

Pedagogical Objectives:
The case requires the analysis of a business which in France is mature and sophisticated, but in Asia is in its infancy and, thus, volatile. Judgement is required whether the burst of demand from Asia is only a fad or the beginning of a tremendous market development. This judgement and the consequences for a marketing strategy has to take into account the vast differences in consumer behaviour between Asia and the West.

published: 01 Aug 2000

  • Topic: Strategy
  • Industry: White Goods
  • Region: Asia

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Abstract:
This case deals with the integration of a recently acquired state-owned enterprise by Haier, a rapidly expanding, collectively owned company in China. It highlights the challenges of managing post acquisition integration in China, especially that of state owned enterprises and also provides useful information to understand the characteristics of emerging Chinese companies.

Pedagogical Objectives:
The case can be used in MBA and executive programs on international management, Asian business, acquisition, change management and emerging markets. The objective is to understand the challenges of transforming Chinese state-owned enterprises through acquisition.

Keywords:
Acquisition, China, State Owned Enterprise

Prizes won:
- Winner 2000 EFMD Case Writing Competition, Strategy

published: 01 Mar 1999

  • Topic: Marketing
  • Industry: Diamonds; Jewellery
  • Region: Asia

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Abstract:
De Beers has been immensely successful in introducing diamonds to Asians, making three Asian countries, the second, third and fourth largest diamond markets in the world. However, the Asian crisis and the entry into China, raise the fundamental question of whether De Beers’ positioning of diamonds as symbols of love has ever been accepted by Asian women.

Pedagogical Objectives:
De Beers imposed its global positioning successfully on Asia. In the dramatically changed environment of 1997/98 in the virgin territory China, the limits of this approach become apparent. The case demonstrates the intricacies of consumers? behaviour across countries and cultures, and the need for respecting differences when designing, advertising campaigns for sensitive product categories.

Prizes won:
- 2018 Case Centre Best-selling Case in Marketing

published: 01 Jan 1999

  • Topic: Marketing
  • Industry: Publishing
  • Region: Asia

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Abstract:
From humble beginnings Asiaweek is becoming one of the major weekly magazines in Asia. Now part of the media group Time Warner, it finds it difficult to rightly position itself as a Pan-Asian publication in between local journals and global players like Time and Newsweek. The Asian crisis boosts interest in Asiaweek’s editorials, but advertising revenue slumps.

Pedagogical Objectives:
Asiaweek struggles to find the right audience: English speaking, interested in Asian, but less in global affairs. This requires careful positioning for which the case provides sufficient data. It also brings on the complex relationships between editorial ambitions, and the need for revenues from circulation and advertising.

published: 01 Jan 1999

  • Topic: Marketing
  • Industry: Chemical Industry
  • Region: Asia

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Abstract:
BASF is successfully marketing Styropor to moulders of packaging and insulation materials in China. However, their imported chemicals are too expensive and too sophisticated to reach a broader market. Rapid expansion of local production capacity and the rapid technological upgrading of Asian competitors have endangered BASF’s position. BASF starts to produce locally, too, thereby adding to the already existing oversupply of the market.

Pedagogical Objectives:
The case raises the question of how a large MNC can cope with local or regional competition in an industry characterised by commoditisation and oversupply. BASF must use its company reputation and Styorpor�s brand name to differentiate, knowing that in terms of product and price it does not have a competitive advantage.

Keywords:
Asia

published: 01 Jan 1998

  • Topic: Strategy
  • Industry: Truck and diesel engines
  • Region: Asia

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Abstract:
The case describes the process of negotiations between a large American MNC, an Asian government, and a local fast growing conglomerate. Market access for trucks is traded against local production of diesel engines, but the requirements change constantly, as do competitive pressure and the relationship with the local partner. Then the Asian crisis hits.

Pedagogical Objectives:
The case demonstrates the complexity of dealing with fast changing government policies in developing countries and the volatility of emerging markets. Distributorship agreements, local assembly with high local content, acquisition or greenfield operations are options open to the MNC at times. The entire local scene is played out in the context of global competition in the oligopolistic market of trucks and diesel engines.

Keywords:
Us, Automobile

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