Greatview: Challenger of Tetra Pak (A)

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

科研成果: 其它稿件案例

摘要

In 2003, a group of spin-offs from Tetra Pak launched Greatview, a company that provides liquid aseptic packaging materials and related services. The company was founded by Chairman Hong Gang and Bi Hua, both former executives of Tetra Pak. They successfully organized a well-experienced team and founded a factory willing to be run by them under a Trustee agreement. Then the real challenge came — the competition with their former employer Tetra Pak, which dominated 95% of the market share in China. Would the team of middle-aged entrepreneurs be able to win market share from Tetra Pak, or would Greatview end up being bought by Tetra Pak, as numerous other market challengers had been? How Greatview could survive in the market was the challenge that faced these entrepreneurs.
源语言英语
页数9
出版状态已出版 - 1 1月 2012

案例编号

STR-14-133

案例规范编号

STR-14-133-CE

案例类型

Field

更新日期

2016-06-18

来源

China Europe International Business School

关键词

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

案例学科表

  • 创业
  • 综合管理
  • 战略

案例行业表

  • 制造
  • 其他服务

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