A Grand Entrance? Li Ning’s Emergence as a Global, Chinese Brand

Johannes Meuer (Other), Divito, L. (Other), Barbara Krugman, (Other), Tao Yue (Other)

Activity: Educational contribution / Supervising student theses, products Other activities-

Description

RSM Case Development Centre, ECCH reference 310-138-1.

The objective of this teaching case is for students to better understand the complexity of Chinese firms international expansion and their response to increasing competitive pressure, in both domestic and international markets. It highlights the importance of objective setting and strategic planning and challenges the participants to view internationalisation holistically including not only the business activities and expansion markets but also the timing, capabilities, political and cultural aspects that influence successful internationalisation.

The case also aims to raise awareness of the emergence of Chinese firms abroad which will become (or are already) an essential competitive element in all markets outside China and show highly idiosyncratic challenges and competencies due to their particular institutional background and their historical emergence.
Period2010 → …
Held atErasmus Universiteit Rotterdam, Rotterdam School of Management, Case Development Centre, Netherlands
Degree of RecognitionInternational