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Selected Case

published: 01 Jan 1995

  • Topic: Strategy
  • Industry: Glass manufacturing
  • Region: Global

Asahi Glass acquired the large, but financially weak, Belgian glassmaker Glaverbel in 1981. Asahi of Japan is one of the leading glass manufacturers in the world and holds 76% of Glaverbel's shares. However, Asahi lets Glaverbel's management pursue its own internationalisation strategy. At the same time, Asahi Glass establishes itself as a global player.

Pedagogical Objectives:
This case focuses on the careful approach of Asahi Glass in integrating the acquired Belgian company Glaverbel into its globalisation strategy. Glaverbel has international ambitions both within Europe and outside. How does Asahi Glass control Glaverbel without demotivating the management? Should it convert Glaverbel into its European headquarters?