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Midea Refrigerator: The “Go Global” Odyssey
內容大綱
By 2016, Midea Refrigerator was one of the leading Chinese manufacturers and exporters of refrigerators. Yet despite its broad global product market, the company’s development was stagnant. The high cost of exports had become a disadvantage. Fierce global competition was driving Midea Refrigerator to choose foreign direct investment (FDI) as its next strategic step, and China’s “One Belt, One Road” initiative presented an opportunity for international expansion. The manager of Midea Refrigerator had to determine which of Russia or India (two countries linked to China by the new initiative) represented the best choice to start the company’s FDI. He also needed to decide which FDI model—greenfield investment, acquisition, or joint venture—was the best option for the chosen destination.
學習目標
This case involves strategy and international decision making at the senior management level. Accordingly, the case is suitable for courses in international management or international trade programs at the undergraduate or MBA level. After completing the case, students should be able to do the following:<br><ul><li>Apply the eclectic theory of international production to support international investment decision making.</li><li>Identify the characteristics of different modes of international market entry.</li><li>Evaluate investment destinations to make correct investment choices.</li><li>Understand the issues that must be considered in international marketing.</li></ul>