Normal view MARC view

Tianjin Merlin Gerin

Author: Schütte, Hellmut ; Dugelay, EricINSEAD Area: Asian Business and Comparative ManagementPublisher: Fontainebleau : INSEAD Euro-Asia Centre (EAC) 1990.Language: EnglishDescription: 22 p.Type of document: INSEAD CaseAbstract: When China opened up in 1979, the large French manufacturer of electricity distribution equipment Merlin Gerin moved very quickly and signed a licensing agreement with a Chinese factory for the production of circuit breakers. Soon afterwards the company realised that they had made a mistake. Lengthy negotiations started to found a joint venture with another partner in Tianjin. After the opening of the factory in 1987/88, production began slowly and sales were disappointing. Finally, in 1990, the project seemed to move towards profitability. But the investment and starting costs will probably never be paid backPedagogical Objectives: · To demonstrate the risks linked with an early market entry into a new market. · The problems of assessing an enlarging market and operating in a volatile environment · Partnership problems particularly in a socialist country.
Tags: No tags from this library for this title. Add tag(s)
Log in to add tags.
Item type Current location Collection Call number Status Date due
INSEAD Case Doriot Library
INSEAD Publications Display
Print Consultation only

· To demonstrate the risks linked with an early market entry into a new market. · The problems of assessing an enlarging market and operating in a volatile environment · Partnership problems particularly in a socialist country.

When China opened up in 1979, the large French manufacturer of electricity distribution equipment Merlin Gerin moved very quickly and signed a licensing agreement with a Chinese factory for the production of circuit breakers. Soon afterwards the company realised that they had made a mistake. Lengthy negotiations started to found a joint venture with another partner in Tianjin. After the opening of the factory in 1987/88, production began slowly and sales were disappointing. Finally, in 1990, the project seemed to move towards profitability. But the investment and starting costs will probably never be paid back

There are no comments for this item.

Log in to your account to post a comment.
Koha 3.18 - INSEAD Library Catalogue
Library Home | Contact Us | What's Koha?