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Case
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Reference no. 9B15D015
Published by:
Ivey Publishing (2015)
Version:
2015-11-10
Length:
11 pages
Data source:
Field research
Abstract:
The chief executive officer of TCL Multimedia, a global TV manufacturer based in China, looked at the company's first-half financial results with some concern. The results did not meet his expectations, and the company had lost market shares, both in China and internationally. Although he was confident that the new, recently adopted corporate strategy would enable a better future positioning of the company, he knew that without the appropriate supply chain design, the effectiveness of the new corporate strategy could suffer.
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