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Published by:
SDA Bocconi (2012)
Length:
18 pages
Data source:
Field research
Abstract:
This is part of a case series. The case examines the 'location and control decision' of Almax a world-known leading trade-mark in the production of mannequins and display forms. All Almax mannequins were made with polystyrene, that was longlasting and highly shatter-proof. Almax operated B2B (business to business) and could boast clients with renowned international brands, such as Hugo Boss, Prada, H&M, Guess, Ermenegildo Zegna, Versace, Benetton, Dolce&Gabbana, Diesel and MaxMara. In 2009, the CEO, Max Catanese, was deciding where to set up a production facility abroad: Vietnam or China? Anpai Shanghai Co, Ltd was the result of Almax's strategy of internationalization in China. This case fits a module on entry modes and market selection of an MBA/MSc course. By analyzing Almax's FDI students can learn more about making foreign direct investment decisions.
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