Product details

This is the second of a two-case series (302-136-1 and 302-137-1). Great Nordic (GN) Netcom, a Danish manufacturer of headsets for professional and consumer markets has expanded rapidly in the late 1990s by acquiring related businesses in Europe and North America. In the autumn of 2000, GN Netcom has become the challenger in an increasingly duopolistic global industry. Yet, it has to identify and address potential competitive disadvantages relative to the global industry leader. At the same time, new business opportunities arise in China, and GN Netcom could draw on a century- long business relationship of its parent firm to expand in China. The top management is reconsidering its global strategy and considering an entry strategy for China. The teaching note outlines how to use the case in class. The (A) case serves as a basis to discuss global strategy and its linkage to entry strategies for a specific market. The (B) case outlines GN Nectcom''s actual involvement in China as it was built up in the year 2001, and serves as a basis to discuss the impact of economic recession on a globally operating B2B business.