Hellmut Schütte

Emeritus Professor of International Management
Email hellmut.schutte@insead.edu
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?

Published 26 Feb 2018

Reference 6382

Topic Strategy

Industry Chemicals

Region Asia

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Daewoo Group companies run a distant third or fourth in their respective industries in Korea, but they are rapidly expanding their presence, mainly through acquisitions, in foreign markets. In this context, Daewoo Electronics makes a bid in 1996 for the heavily indebted French electronics manufacturer Thomson Multimedia, which is being privatised.

Published 20 Dec 2013

Reference 4678

Topic Economics & Finance

Industry Electrical/Electronic Manufacturing

Region Europe

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Museums in France have traditionally not bothered much about the needs of their visitors. The Orsay Museum changed this attitude with the help of a consultant. The museum developed a range of marketing instruments and focused on American visitors as the most attractive segment. Then 11 September happened and forced the museum into a rethink of its strategy.

Published 01 Oct 2003

Reference 5140

Topic Marketing

Industry Museums and Institutions

Region Europe

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Museums in France have traditionally not bothered much about the needs of their visitors. However, recently the Orsay Museum changed this through the help of a consultant. The museum developed a range of marketing instruments and focused on American visitors as the most attractive segment. Then 11 September happened and forced the museum into a rethink its strategy.

Published 10 Jan 2003

Reference 5140

Topic Marketing

Industry Museums and Institutions

Region Europe

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The case describes the boom and bust of sales of French wine, especially expensive Bordeaux wines, in Asia. The unstructured and fragmented markets of developing Asia offer opportunities for tailor-made, branded products. However, such entry may be too early. In Japan, bulk imported French wine is already successfully marketed by Japanese companies under their names.

Published 01 Nov 2001

Reference 4847

Topic Marketing

Industry Food and Beverages Production Wine and Spirits

Region Asia

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This case deals with the integration of a recently acquired state-owned enterprise by Haier, a rapidly expanding, collectively owned company in China. It highlights the challenges of managing post acquisition integration in China, especially that of state owned enterprises and also provides useful information to understand the characteristics of emerging Chinese companies.

Published 01 Aug 2000

Reference 4898

Topic Strategy

Region Asia

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De Beers has been immensely successful in introducing diamonds to Asians, making three Asian countries, the second, third and fourth largest diamond markets in the world. However, the Asian crisis and the entry into China, raise the fundamental question of whether De Beers’ positioning of diamonds as symbols of love has ever been accepted by Asian women.

Published 01 Mar 1999

Reference 4802

Topic Marketing

Industry Arts and Crafts Luxury Goods and Jewelry

Region Asia

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BASF is successfully marketing Styropor to moulders of packaging and insulation materials in China. However, their imported chemicals are too expensive and too sophisticated to reach a broader market. Rapid expansion of local production capacity and the rapid technological upgrading of Asian competitors have endangered BASF’s position.

Published 01 Jan 1999

Reference 4799

Topic Marketing

Industry Chemicals

Region Asia

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From humble beginnings Asiaweek is becoming one of the major weekly magazines in Asia. Now part of the media group Time Warner, it finds it difficult to rightly position itself as a Pan-Asian publication in between local journals and global players like Time and Newsweek. The Asian crisis boosts interest in Asiaweek’s editorials, but advertising revenue slumps.

Published 01 Jan 1999

Reference 4785

Topic Marketing

Industry Publishing Newspapers

Region Asia

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The case describes the process of negotiations between a large American MNC, an Asian government, and a local fast growing conglomerate. Market access for trucks is traded against local production of diesel engines, but the requirements change constantly, as do competitive pressure and the relationship with the local partner. Then the Asian crisis hits.

Published 01 Jan 1998

Reference 4736

Topic Strategy

Industry Oil & Energy Transportation/Trucking/Railroad

Region Asia

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Regional Organisation