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Chemical Corporation of America: The Asian Push

By Philippe Lasserre,  Charlotte Butler
Published 01 Jan 1999
Reference 4788
Topic Strategy
Industry Chemicals
Region Global
Length 13 page(s)
Language English
Inspection copy
Teaching note
6.00
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Summary

Chemical Corporation of America (Chemco) is a US based oil chemical diversified corporation based in Houston, Texas. In 1994, the company’s presence in Asia Pacific was limited: 11% of sales and 4% of assets. The case relates the efforts made by a corporate team, led by Bill Ruthven, to convince the board and the various business unit heads, to develop an ambitious strategy for the Asia Pacific Region. This effort has had a limited response and Ruthven is wondering what to do.

Teaching objectives

The objectives of this case are: To give students an overview of the difficulties of integrating a geographical perspective in an organisation which is structured along global product lines. To consider ways of formulating a strategy for the Asia Pacific region. To analyse the risks and opportunities of Asia. This case can be used during MBA classes for students in international business, or in specialised courses on Asia. It can also be used with executives.

Keywords
  • RD1298
About the authors
Lasserre

Philippe Lasserre

Emeritus Professor of Strategy and Asian Business

Charlotte Butler


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