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

J. Meuer, L. DiVito, B. Krugman, T. Yue

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Abstract

This article is a case study of Li Ning Co Ltd (Li Ning), a Chinese sport apparel, footwear, and equipment company founded in 1989 by the Olympic gymnastics gold medallist, grew from a family business into China’s number one sporting goods brand in less than two decades. Its products, generally considered price-quality bargains, were distributed throughout China. The case is suitable for Bachelor, Master, and PhD students in China business or strategic management in general. Managers and executives of Chinese firms that consider international expansion are also a potential audience.
Original languageEnglish
JournalECCH/The Case Center
Volume1
Publication statusPublished - 2010

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