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Katoen Natie (KTN) Enters Asia

Published 01 Oct 2005
Reference 5286
Topic Strategy
Region Global
popular
Prizes & Awards

Winner of 2005 EFMD Case Writing Competition, Supply Chain Category

Summary

KTN is a Belgian-based logistics firm that over the last decade has successfully expanded throughout the world. Its growth strategy has been based on an innovative approach to organisational and HRM issues, and a business model that emphasises value-added, high tech services. The specific context of the case is KTN's recent entry into Thailand and the next logical place for expansion is China. But for how much longer can KTN continue to operate in this way?

Teaching objectives

The case illustrates how, in an industry dominated by big players, adopting a decentralised organizational and HRM approach to growth can help a relatively small company expand internationally. It also promotes discussion on the long term impact such a growth strategy may have on the firm's entrepreneurial structures, and the possible negative effects of spreading limited resources over too many countries.

Keywords
  • Supply logistics
  • Value added
  • Growth strategy
  • Corporate culture
  • Innovation
  • Internationalisation
  • Entrepreneurial