Eaglestar in Africa (B)

Rong Kang

科研成果: 其它稿件案例

摘要

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.
源语言英语
页数7
已出版 - 30 4月 2015

案例编号

STR-14-300

案例规范编号

STR-14-300-CE

案例类型

Field

更新日期

2017-02-19

来源

China Europe International Business School

关键词

  • Africa
  • International Business
  • Marketing

案例学科表

  • 市场营销
  • 战略
  • 国际商务
  • 销售

案例行业表

  • 批发贸易

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