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Case
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Reference no. 410-003-1
Published by: China Europe International Business School
Published in: 2009
Length: 21 pages
Data source: Published sources

Abstract

Oracle Corporation, the second largest independent software company in the world, was the first software multinational company tapping into the China market. As a first mover in the rapidly developing Chinese software market, Oracle maintained a fairly strong growth in the 1990s by adopting a flexible localisation strategy. As China played an increasingly important role in the Asia-Pacific region, or even globally, Oracle decided to pay close attention to the emerging market and take measures to tighten the screws on Oracle China. However, Oracle did not gain impressive growth in the China market as expected, instead it became a hot topic of business news reports. Resistance from local executives as a result of the hard-hitting reforms caused a succession of turnovers. Like many multinational companies Oracle faced the big issue of how to balance local responsiveness with global standardisation.
Location:
Industry:
Size:
Multinational corporate
Other setting(s):
2004

About

Abstract

Oracle Corporation, the second largest independent software company in the world, was the first software multinational company tapping into the China market. As a first mover in the rapidly developing Chinese software market, Oracle maintained a fairly strong growth in the 1990s by adopting a flexible localisation strategy. As China played an increasingly important role in the Asia-Pacific region, or even globally, Oracle decided to pay close attention to the emerging market and take measures to tighten the screws on Oracle China. However, Oracle did not gain impressive growth in the China market as expected, instead it became a hot topic of business news reports. Resistance from local executives as a result of the hard-hitting reforms caused a succession of turnovers. Like many multinational companies Oracle faced the big issue of how to balance local responsiveness with global standardisation.

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Location:
Industry:
Size:
Multinational corporate
Other setting(s):
2004

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