Doing business in China
This case was developed for us in an undergraduate strategy course at the point in the course when global strategies are discussed. It might also be used in an undergraduate entrepreneurship class when “diffusion of innovation” is being discussed.
This case describes the experience of a student consulting team from Baylor University working in China during the summer of 2012. The team was charged with the responsibility of determining an entry mode into China for a farm-implement company in Sweden. The students spent most of the summer in three different locations in China interviewing dairy farmers and equipment dealers to identify the proposed customers for the products and their equipment needs. Their findings led them to the conclusion that Alo, the Swedish farm implement company, would have to alter their mode of entry into the Chinese market to be successful. The decision facing Amanda Sherek, the team leader, was how to structure the team’s report to Alo to help them recognize the need for rethinking the company’s original strategy.
Expected learning outcomes
At the conclusion of the case discussion, students should be able to: list and explain critical findings of the students that should be involved in developing a strategy for Alo; identify the appropriate global strategy for Alo to use in entering China; relate the theory of “Diffusion of Innovation” to Alo’s situation in China; identify whether Alo was contemplating using a production orientation or the marketing concept for its entry into China; and outline a strategic plan for Alo to enter the Chinese dairy farming industry.
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Reed, M. and Leman, G. (2015), "Alo farm implement company of Sweden: diffusion of innovation in China", Emerald Emerging Markets Case Studies, Vol. 5 No. 2. https://doi.org/10.1108/EEMCS-06-2014-0159Download as .RIS
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