Eaglestar in Africa (A)

The case traces the development of Eaglestar, a small Chinese company marketing fuel dispenser equipment in Nigeria that went from a newcomer in Africa in 2005 to an industry leader within eight years. In the first 4 years, Eaglestar stayed in the south of Nigeria. The global financial crisis in 2008-2009, having brought big challenges for the company, forced it to consider a key strategic issue amid significant environmental changes: whether to enter the northern part of Nigeria. The company systematically adjusted its strategy and developed new markets as its leader, Wenn, applied beneficial principles of traditional Chinese culture in his management, helping his company to grow from a small player into a strong one. The case consists of two parts. The first part focuses on the decision of whether to enter the northern market of Nigeria at the end of 2008. The second part focuses on the company’s development after 2008 and explores the application of Chinese culture in leading and running a business.