Internationalization Strategy of Chinese Private Enterprises in Europe: Shuguang: Learn by Doing

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Case

Reference no. 312-285-1

Subject category: Strategy and General Management

Authors: Mark Greeven (Rotterdam School of Management, Erasmus University, Innovation Co-Creation Lab (ICCL)); Tao Yue (Rotterdam School of Management, Erasmus University, Innovation Co-Creation Lab (ICCL)); Sheng Yun Yang (Rotterdam School of Management, Erasmus University, Innovation Co-Creation Lab (ICCL))

Published by: RSM Case Development Centre

Published in: 2012

Length: 6 pages

Data source: Field research

Topics: China; Emerging economy; Knowledge intensive industry; Outbound investment; Internationalization; Private sector; Overseas

Share a link: https://casecent.re/p/112487

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Abstract

This is part of a case series. Shuguang Europe was established in 2008 in the Netherlands. Initially set up to handle REACH registrations for its headquarters in China, it soon engaged in overseas sales, purchase of raw materials for its headquarters, and customer relationship management. With minimum understanding of Dutch laws and regulations and little help from professional service firms in the Netherlands, Shuguang Europe ran into trouble managing daily business until it switched accounting and logistics firms. After getting on the right track with daily operations, Shuguang Europe began to contemplate on a new business model.

Location:

China and Europe

Industry:

Chemical

Other setting(s):

2008-2012