Bauing Construction Holding Group Co Ltd: Going Global

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Case

Reference no. 9B18MC187

Simplified Chinese language

Subject category: Strategy and General Management

Authors: Denghua Yuan (GDUFS - Guangdong University of Foreign Studies); Qian (Claire) Deng (University of Prince Edward Island); William Wei (School of Business, Grant MacEwan University)

Published by: Ivey Publishing

Originally published in: 2018

Version: 2018-12-14

Length: 8 pages

Data source: Field research

Topics: Construction; Culture; One belt; One road; General management/strategy; International

Share a link: https://casecent.re/p/160277

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Abstract

This is a Simplified Chinese version. In 2014, Shenzhen Bauing Construction Holding Group Co Ltd (Bauing Group) decided to expand internationally, and successfully established subsidiary companies in several Southeast Asian countries. Based on this success in Southeast Asia, Bauing Group decided in 2016 to expand further by entering the US market. However, doing so entailed some challenges and difficulties, including cultural and regional differences, language barriers, and the need to become familiar with different construction standards and laws. Bauing Group also needed to address a pressing issue: determining its market entry strategy. Should it enter the market through licensing, greenfield projects, franchising, business alliances, exporting, turnkey projects, joint ventures, or acquisitions?

Locations:

Indonesia; United States; China

Industry:

Construction

Size:

Large

Other setting(s):

2016