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Chemical corporation of America: The asian push

Author: Butler, Charlotte ; Lassere, PhilippeINSEAD Area: Asian Business and Comparative ManagementPublisher: Fontainebleau : INSEAD, 1999. ; INSEAD Euro-Asia Centre (EAC) 1999.Language: EnglishDescription: 13 p.Type of document: INSEAD CaseAbstract: Chemical Corporation of America (Chemco) is a US based oil chemical diversified corporation based in Houston Texas. In 1994, the company's presence in Asia Pacific was limited: 11% of sales and 4% of assets. The case relates the efforts made by a corporate team, led by Bill Ruthven, to convince the board abd the various business unit heads, to develop an ambitious strategy for the Asia Pacific Region. This effort has had a limited response and Ruthven is wondering what to doPedagogical Objectives: The objectives of this case are: a) to give studnets an overview of integrating a geographical perspective in an organisation which is structured along global product lines. b) to consider ways of formulating a strategy for the Asia Pacific region. c)to analyse the risks and opportunities of Asia. This case can be used during MBA classes for students in international business, or in specialised courses on Asia.It can also be used with executives.
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The objectives of this case are: a) to give studnets an overview of integrating a geographical perspective in an organisation which is structured along global product lines. b) to consider ways of formulating a strategy for the Asia Pacific region. c)to analyse the risks and opportunities of Asia. This case can be used during MBA classes for students in international business, or in specialised courses on Asia.It can also be used with executives.

Chemical Corporation of America (Chemco) is a US based oil chemical diversified corporation based in Houston Texas. In 1994, the company's presence in Asia Pacific was limited: 11% of sales and 4% of assets. The case relates the efforts made by a corporate team, led by Bill Ruthven, to convince the board abd the various business unit heads, to develop an ambitious strategy for the Asia Pacific Region. This effort has had a limited response and Ruthven is wondering what to do

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