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Market Expansion at cms electronics
Cas 9 00 2015 002
Cas publié dans la Revue internationale de cas en gestion, vol. 13, no 2
Auteurs : 
Langues : 
  • Anglais
Mots clés: 
  • Electronics industry,
  • Cross-border cooperation,
  • China,
  • SME internationalization,
  • International joint venure
Année de production : 
2014
Date de publication : 
2015-03-27
Notes pédagogiques incluses : 
Oui
Résumé

This real case about cms electronics, a European electronic manufacturing services (EMS) provider, presents a decision situation in which the company’s CEO must determine the best way to expand activities in the Asian market. A “follow the customer” strategy seems to be called for, as the company’s customers, mainly in the automotive sector, are shifting their focus from Europe to Asia. Setting up a local factory, however, would involve a high level of risk and investment for this relatively small company. The case can be used to discuss how geographic shifts in the centre of gravity of a global industry can affect the global supply chain management and internationalization strategies of a relatively small industry player.

Discipline principal : 
Affaires internationales
Discipline secondaire : 
Management  - Entrepreneurship
Secteurs d'activité : 
  • Fabrication,
  • Services professionnels, scientifiques et techniques
Provenance : 
Ailleurs
Type : 
Cas traditionnel (Cas décisionnel)
Type de données pour la production du cas : 
Données réelles, non publiques, non maquillées
Lieu de l'événement : 
Austria (Europe)
Année de début de l'événement : 
2014
Année de fin de l'événement : 
2014
Taille de l'entreprise : 
Entreprise de taille intermédiaire
Principaux thèmes couverts
  • Internationalization of resource-constrained medium-sized companies;
  • International joint venture;
  • Optimizing global supply chains;
  • Building integrated cross-border value creation systems
Objectifs pédagogiques
  • Explore how smaller players in a global industry can benefit from the advantages of internationalization despite their relative resource disadvantages compared to global market leaders;
  • Understand the importance of location-based advantages in a global business environment;
  • Investigate how companies can profit from cross-border cooperation along the value chain (with outsourcing partners) and at the same level of the value chain (in international joint ventures);
  • Understand that companies can be set up as efficient, integrated value creation systems across national borders.
Concepts et théories en lien avec le cas
  • Capabilities-based theory of the multinational enterprise
  • Risks and benefits of international joint ventures
  • Strategic alliances
  • Key success factors