This casebook demonstrates that the future of global business lies in how well the multinational landscape is charted and how the importance of Asian market leaders is deeply embedded in it. It offers international management students and researchers an extensive guide to the business history, strategy development, and foreign market entry modes used by emerging Asian multinationals. The cases focus on well-known companies such as Lenovo, Alibaba, Infosys, Huawei, Panasonic, and Rakuten. These companies, all of which generate huge revenues in their own countries (e.g. in China, India, South Korea, Taiwan, Vietnam), are now becoming increasingly sophisticated and striving to become global brands, while also enjoying the active support of their governments in terms of their international business.
Readers will learn about the current multinational landscape in Asia, the management challenges, and the future implications for traditional western companies seeking to retain their market share. Chapters on corporate entrepreneurship, human resource management and intercultural competence, and current branding trends in Asia will provide a cutting-edge update on international business strategy for students and practitioners alike.
Professor Rien T. Segers, the editor of this book, is professor of Asian Business Strategies at the International Business School of Hanze University in Groningen, the Netherlands. He has been a visiting professor at many universities and research institutions in China, Japan, South Korea and the United States and has published widely concerning Asian economic affairs.
Introduction.- China : Building a Global Imperium on Information and E-Commerce.- Geely : A Smart Automotive Company and Volvo Owner.- Haier : How One of China's First Global Brands Keeps Expanding.- Huawei : A Telecom Giant on the Rise to a World Brand.- Lenovo : Strengthening its Strong Position in the Western Market Through Innovation.- Tencent : Rapidly Expanding Through Micro-Innovation and Strategic Partnerships.- India: Dr. Reddy's : Conquering the World With Affordable Medicine for the Masses.- Infosys : Exporting India's IT Revolution to the World.- Japan: Panasonic : The Constant Change and Remarkable Reinvention of a World Brand.- Rakuten : Entering the Global Market Through an Innovative Business-to-Business-to-Consumer Strategy.- Uniqlo : Capturing the Global Market With Affordable and Timeless Designs.- South Korea: Lotte : Fast Global Market Entries Through Acquisition.- Vietnam: Vinamilk : Partnering up to Expand on the World Market.- Underlying Strategies and Success Factors of Emerging Asian Multinationals: Corporate Entrepreneurship and Triple Helix.- Asian Human Resource Management and Intercultural Competence.- Branding Trends in Asian Markets.- Conclusions Why and how Asian Businesses Will Conquer the World.