In early 1996, Phil Stevenson, director of the China Bundy Asia Pacific (BAP), sat in the front window of his office in Adelaide, Australia. He was concerned about the Bundy business in China with its meeting that morning with the CEO of ABC, Tony Martin. Phil Martin showed fax to Robin Thompson, a new marketing and product development director Bundy International, the British parent company BAP. BAP Thompson asked about his strategy for the refrigeration business in China. Despite 10 years of experience in China, Bundy did not meet their goals market. Whatever the strategy was developed, it will be an important part of the proposed global strategy refrigeration Bundy. It is a rich case with detailed discussion about the possible issues, including:. 1) business (re) development strategy, 2) joint ventures compared subsidiaries, 3) organizational structure, and 4) the foreign and local personnel "Hide
by Paul W. Beamish, Jack Lee, Nancy Wang, Steven Tso Source: Richard Ivey School of Business Foundation 22 pages. Publication Date: April 8, 1998. Prod. # 98M003-PDF-ENG
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