Chinese Multinationals

This book examines the rise of Chinese companies in international markets during the last two decades of rapid expansion of the Chinese economy. The fruit of a collaboration between two leading business schools, HEC Paris and the School of Economics and Management of Tsinghua University, it provides a comprehensive overview of the strategies of Chinese multinationals in terms of international marketing and branding, M & As and international joint ventures, management of technology, organization and human resource management, etc. The strategies of several well-known companies are described in det.

5. International Marketing Strategies of Chinese Multinationals: The Experience of Bird, Haier, and TCL Hu Zuohao and Wang Gao.

Forword by Liu Chuanzhi; Preface by Zhao Chunjun; CONTENTS; Annex 1; Acknowledgment; About the Authors; About the Editor; Introduction and Organization of the Book; 1. Corporate Strategies of Chinese Multinationals Jin Zhanming; 1. Strategic Management in Chinese Enterprises; 1.1. Strategy and the Chinese Economy; 1.2. Corporate Strategy in Chinese Enterprises; 2. Integration Strategies in Chinese Enterprises; 2.1. The Logic of Integration; 2.2. Cases of Integration: Shanghai Baosteel and Tsingtao Beer; Case 1: Horizontal and Vertical Integration of Shangai Baosteel.

Case 2: Horizontal Integration at Tsingtao Beer2.3. Lessons from Integration; 3. Diversification Strategies; 3.1. The Logic of Diversification; 3.2. Cases of Successful Diversification: Haier and Hisense; Case 1: Haier Diversi.cation Strategy; Case 2: Hisense Diversi.cation Strategy; 3.3. Cases of Unsuccessful Diversification: Apollo and Chundu; Case 1: Apollo Diversi.cation Strategy; Case 2: Chundu Diversi.cation Strategy; 3.4. Lessons from Diversification; 4. Globalization Strategies; 4.1. The Logic of Globalization; 4.2. Cases of Globalization Strategies:Wahaha andWanxiang.

Case 1: Wahaha Globalization StrategyCa…