Complete Case details are given below :
Case Name : Bundy Asia Pacific: China Strategy
Authors : Paul W. Beamish, Jack Li, Nancy Wang, Steven Zuo
Source : Ivey Publishing
Case ID : 98M003
Discipline : Business & Government Relations
Case Length : 22 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In early 1996, Phil Stephenson, the director of China for Bundy Asia Pacific (BAP), leaned back in front of his office window in Adelaide, Australia. He had been preoccupied with Bundy’s business in China since his meeting that morning with BAP’s CEO, Tony Martin. Martin had shown Phil the fax from Robin Thompson, the new marketing and product development director of Bundy International, BAP’s U.K.-based parent company. Thompson had asked BAP about its strategy for the refrigeration business in China. Despite 10 years of experience in China, Bundy had not met its market goals. Whatever strategy was developed, it would be an important part of Bundy’s proposed global refrigeration strategy. This is a rich case, with detailed discussion possible around issues including: 1) business (re)development strategy, 2) joint ventures versus wholly owned subsidiaries, 3) organizational structure, and 4) expatriate and local staffing.
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