TY - JOUR
T1 - A Grand Entrance? Li Ning’s Emergence as a Global, Chinese Brand
AU - Meuer, J.
AU - DiVito, L.
AU - Krugman, B.
AU - Yue, T.
PY - 2010
Y1 - 2010
N2 - 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.
AB - 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.
KW - business management
KW - internationalization strategies
KW - strategic management
M3 - Article
VL - 1
JO - ECCH/The Case Center
JF - ECCH/The Case Center
ER -