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Applied chemicals in Asia: a history of organisational change

Author: Schütte, Hellmut INSEAD Area: StrategyPublisher: Fontainebleau : INSEAD, 2009.Language: EnglishDescription: 4 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: This condensed case describes the attempts of a successful Swiss MNC to expand in Asia. Despite 100 years of experience in the region, its exposure remains limited. Globally-run divisions continue to favour traditional western markets. Attempts to strengthen the geographic dimension with the opening of a regional headquarters in Hong Kong fail. Will the MNC miss out on Asia’s booming markets?Pedagogical Objectives: The case exemplifies the problem of MNCs that are globally managed and face major shifts in the geography of their business. It goes further than discussing global-local or headquarters-subsidary dualities by adding a regional dimension, both strategically and organisationally. As such, it deals with the fundamental question of the organsational structure of a divisionalised, multinational firm.
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INSEAD Case Asia Campus
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INSEAD Case Europe Campus
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Print Consultation only BC008938
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

The case exemplifies the problem of MNCs that are globally managed and face major shifts in the geography of
their business. It goes further than discussing global-local or headquarters-subsidary dualities by adding a
regional dimension, both strategically and organisationally. As such, it deals with the fundamental question of
the organsational structure of a divisionalised, multinational firm.

This condensed case describes the attempts of a successful Swiss MNC to expand in Asia. Despite 100 years of experience in the region, its exposure remains limited. Globally-run divisions continue to favour traditional western markets. Attempts to strengthen the geographic dimension with the opening of a regional headquarters in Hong Kong fail. Will the MNC miss out on Asia’s booming markets?

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