Test: Cases of Multinational Corporations' Defeats in China - Teaching Plan

Author: Li Hailong
Publisher:
Publish Date: 2003-08-01
Features: As a marketing expert, the author provides a comprehensive perspective on the failures of 11 multinational companies in China, such as Fujifilm, Procter & Gamble, and Ford. Their failure types are diverse, such as: the stealthy Fujifilm that left the industry speechless, McKinsey with a "big country style," the beloved yet concerning Buick, the seemingly respectable McDonald's Uncle, the lawsuit-ridden Mitsubishi, the cautious automotive giant Ford, Hanhigh working for Nais, the (culturally incompatible) Whirlpool, and the Philip Morris that sued the Chinese people. The author believes that the Chinese market is like a magic cube, and most multinational companies were still in the "testing the waters" stage when they first entered China. It's like a group of seasoned swimmers suddenly stepping into a turbulent river—though the waves are smaller than in the ocean, the reefs and whirlpools are far more numerous, leading to frequent shipwrecks or drownings. This book focuses on analyzing the underlying reasons for the "shipwrecks" and "drownings" of some multinational companies in the Chinese market over the past 20 years of China's reform and opening-up. Of course, for these multinational companies, their failures in China may only be a fleeting moment in their global success. But the facts are what they are—even if only temporary setbacks, they are worth the attention and reflection of the Chinese industry. Through vivid and detailed materials, humorous and witty language, and a measured and reasonable attitude, the author vividly portrays the intense battle of multinational companies in China, striking at the core while also provoking deep thought. The path of multinational companies in China also provides a lesson for Chinese companies looking to go global. Their failures undoubtedly offer a practical lesson for those who follow. To help readers better understand the reasons for these multinational companies' failures, the author summarizes the common "failure genes" that led to their setbacks in China in the book's last chapter.