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Katoen Natie (KTN) enters Asia

Author: Butler, Charlotte ; Van den Berghe, DirkINSEAD Area: Asian Business and Comparative ManagementIn: Supply Chain Forum, vol. 8, no. 2, 2007 Language: EnglishDescription: p. 92-97.Type of document: INSEAD ArticleNote: Please ask us for this itemAbstract: Katoen Natie (KTN) has long profited from taking a rather unconventional approach to international expansion. Between 1986 and 2004, it succeeded in transforming itself from a small Belgian-based warehousing operation, into a global leader in value-added logistics and related high-tech services. By 2005, KTN was operating logistics platforms in 33 countries in Europe, East Asia and the Americas. The case relates how KTN succeeded in penetrating the Asian market by exploiting its low-profile way of doing business to great effect. This approach was linked with KTN's unique culture, the cornerstone of which is the 'company bible'. At the core of the KTN philosophy is an analysis of the strengths and weaknesses of both large and small companies: by then combining the strengths of both types, KTN aims to create a winning team
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Katoen Natie (KTN) has long profited from taking a rather unconventional approach to international expansion. Between 1986 and 2004, it succeeded in transforming itself from a small Belgian-based warehousing operation, into a global leader in value-added logistics and related high-tech services. By 2005, KTN was operating logistics platforms in 33 countries in Europe, East Asia and the Americas. The case relates how KTN succeeded in penetrating the Asian market by exploiting its low-profile way of doing business to great effect. This approach was linked with KTN's unique culture, the cornerstone of which is the 'company bible'. At the core of the KTN philosophy is an analysis of the strengths and weaknesses of both large and small companies: by then combining the strengths of both types, KTN aims to create a winning team

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