Bundy Asia Pacific - China Strategy
商品編號：9A98M003
出版日期：1998/04/20
再版日期：2010/01/29
商品來源：
商品主題：General Management/Strategy; International Business
商品類型：Case (Field)
涵蓋議題：China;Joint Ventures;Strategic Planning;Staffing;Organizational Structure
難易度：4 - Undergraduate/MBA
內容長度：19 頁
地域：China; Australia
產業：Manufacturing
事件年度：1996
Phil Stephenson, the director of China for Bundy Asia Pacific (BAP), was preoccupied with Bundy's business in China. BAP's CEO, Tony Martin, had shown Phil the fax from Robin Thompson, the new marketing and product development director of Bundy International, BAP's UK-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 rich case allows detailed discussion around issues including (a) business (re)development strategy, (b) joint ventures versus wholly owned subsidiaries, (c) organizational structure, and (d) expatriate and local staffing.
教學手冊：Bundy Asia Pacific - China Strategy - Teaching Note
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