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Sany's Cross-Border Acquisition, Integration, and Strategic Renewal
內容大綱
In 2012, Germany-based Putzmeister was acquired by China-based SANY, the largest concrete machinery manufacturer in the world. By early 2015, the degree and extent of integration was still incomplete, which put pressure on SANY's management. SANY focused mainly on the Chinese domestic market, whereas Putzmeister had an established brand and good experience in international markets. Should the acquisition integration focus only on Putzmeister, or should it be tied more closely to SANY's strategic renewal? SANY and Putzmeister had launched a "double-brand strategy" in specific markets, but was it the appropriate strategy?