Ferodo (Thailand) Ltd. (B)

Published 01 Jan 2001
Reference 4911
Topic Strategy
Region Asia
Length 26 page(s)

Case B: looks at how T&N bring a new management team, including for the first time a marketing director, in the hope of raising morale, improving market share and increasing productivity all this in the wake of the Asian crisis. It traces the new management team’s efforts to turn the joint venture around.

Teaching objectives

It illustrates how objectives and methods are sources of conflict in partnerships when the human resources dimension is not accounted for. It raises questions about strategic choices for the future and explores the difficulties of managing cross-cultural relationships. Case A and B can be used as separate cases. A condensed version of case B is available to be used uniquely as a follow on case to case A.