Summary
This case study focuses on how a mature market in Europe forces MAN to look for new markets in diesel engines and trucks in Asia. It follows how the government of the Philippines invites MAN to invest in a major plant for diesel engines. Thus resulting in negotiations that turn out to be difficult, both for the government as well as the potential local partner.
Teaching objectives
To examine foreign investment in LDCs, the political dimension of business, negotiations with foreign governments and local partners and Japanese versus European approaches to international market penetration.
