Greatview: Challenger of Tetra Pak (B)

Shengjun Liu (First Author), Anna Wang (Participant Author)

Research output: Other contributionCase Studies


Facing strong competitors, Greatview struggled to survive. The company placed its focus on small customers and managed to lower production costs. The Chinese dairy market saw a boom in 2005, and Greatview, with a capital injection from PE firms, seized its opportunity to grow before Tetra Pak’s capacity could catch up with the market growth. Greatview’s real break came when it won an anti-trust lawsuit that forced the Tetra Pak–dominated market to open. By 2009 Greatview had become the second largest roll-fed supplier of aseptic packaging in China. How could Greatview achieve sustainable growth? The company would need to steer clear of a mine field of IPR lawsuits and heavily invest in R&D. There was another question to be addressed: facing its global competitor, Tetra Pak, should Greatview pursue globalization as well?
Original languageEnglish
Number of pages13
Publication statusPublished - 1 Jan 2012

Case number


Case normative number


Update date


Case type


Published by

China Europe International Business School


  • Aseptic Packaging Industry
  • Globalization
  • Market Competition
  • Patent Infringement
  • Survival of New Start-Ups

Case studies discipline

  • Entrepreneurship
  • General Management
  • Strategy

Case studies industry

  • Manufacturing
  • Other Services


Dive into the research topics of 'Greatview: Challenger of Tetra Pak (B)'. Together they form a unique fingerprint.

Cite this