Tony Martin, BAP's CEO, had revealed Phil the fax from the new advertising, Robin Thompson and product development director of Bundy International, BAP's UK-based parent company. Thompson had inquired BAP about its strategy for the refrigeration company in China.
Despite a decade of experience in China, Bundy had not fulfilled its market goals. Whatever strategy was developed, it had be an important part of the planned international refrigeration strategy of Bundy. This rich case enables comprehensive discussion around issues including (a) company (re)development strategy, (b) joint ventures versus wholly owned subsidiaries, (c) organizational structure, and (d) expatriate and local staffing.
PUBLICATION DATE: April 20, 2008 PRODUCT #: 998M03-PDF-ENG
This is just an excerpt. This case is about GLOBAL BUSINESS
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