Product details

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Published by: ESSEC Business School
Published in: 2008

Abstract

This is the second of a two-case series (308-106-1 and 308-107-1). BenQ Mobile Division has just merged with the Siemens Mobile Division and needs to establish the source of competitive advantage for the combined entity. There is detailed discussion of the situations of the two partners before the merger, the challenges they were facing, and the logic for the merger. What is the appropriate international strategy for BenQ-Siemens to deliver market share growth in global mobile handset market? Does BenQ-Siemens have a distinct dual advantage of being both low-cost and differentiated?
Location:
Size:
USD10 billion
Other setting(s):
2005-2006

About

Abstract

This is the second of a two-case series (308-106-1 and 308-107-1). BenQ Mobile Division has just merged with the Siemens Mobile Division and needs to establish the source of competitive advantage for the combined entity. There is detailed discussion of the situations of the two partners before the merger, the challenges they were facing, and the logic for the merger. What is the appropriate international strategy for BenQ-Siemens to deliver market share growth in global mobile handset market? Does BenQ-Siemens have a distinct dual advantage of being both low-cost and differentiated?

Settings

Location:
Size:
USD10 billion
Other setting(s):
2005-2006

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