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Chery Automobile: Vying for a Piece of the American Pie (A)
內容大綱
The Chery Automobile case focuses on the Chinese company, which, in 2007, was the fourth largest automotive company in China. Chery was growing at enormous speed, and was already exporting to over 50 countries, primarily in the Middle East and Eastern Europe. Chery was determined to enter the coveted U.S. and Western European markets, and in 2007 it struck a strategic alliance with the struggling U.S.-based Chrysler Company. The case explores the barriers that Chery was facing trying to enter these markets and asks students to evaluate if the strategic alliance was the best strategy for it to eventually establish itself independently in the mature and discerning U.S. and European markets.