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Case Study

Michael Kraft (A): Opportunity knocks in China

By Cyril Bouquet and Colleen Lief

5 pages

October 2009

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Reference: IMD-3-2127

This four-part case series takes a close look at the expansion strategy of Lingo Media, a small Canadian firm in the highly-regulated Chinese educational publishing market. The A case addresses fundamental issues surrounding the strategy process. If, for example, the Chinese market has turned out to be a mixed bag for foreign publishing companies, how should Michael Kraft, a rather entrepreneurial CEO, evaluate his company’s chances of success, and then go about deciding upon the appropriate market entry strategy? How attractive is the market really, and does the firm have the right partner to succeed? Is there a viable business model, and what are the risks?

Learning Objective

To learn about the key drivers of international expansion. To discuss the relative importance of strategic intent, core capabilities, and ability to deliver. To identify the obstacles standing in the way of international success.

Keywords

International Expansion, Entry Market Strategy, Educational Publishing

Settings

1998-2009

Type

Field Research

Available Languages

English

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