In early 1996, rejected Phil Stephenson, director of the China for Bundy Asia Pacific (BAP), again in front of the window of his office in Adelaide, Australia. He was preoccupied with Bundy’s business in China since his meeting this morning with BAP CEO Tony Martin. Martin had shown Phil the fax by Robin Thompson, the new marketing and product development director Bundy International, BAP UK-based parent company. BAP Thompson had asked about his strategy for the refrigeration … Read more »

In early 1996, rejected Phil Stephenson, director of the China for Bundy Asia Pacific (BAP), again in front of the window of his office in Adelaide, Australia. He was preoccupied with Bundy’s business in China since his meeting this morning with BAP CEO Tony Martin. Martin had shown Phil the fax by Robin Thompson, the new marketing and product development director Bundy International, BAP UK-based parent company. BAP Thompson had asked about his strategy for the refrigeration equipment in China. Despite 10 years of experience in China, Bundy had not fulfilled its market goals. Whatever strategy was developed, it would be an important part of the proposed global Bundy Refrigeration strategy. This is a rich case with detailed discussion of possible issues, including:. 1) (re) development, 2) joint ventures over wholly owned subsidiaries, 3) organizational structure and 4) expatriate and local staff
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from
Paul W. Beamish,
Jack Li,
Nancy Wang,
Steven Zuo
Source: Ivey Publishing
22 pages.
Release Date: 08 April 1998. Prod #: 98M003-PDF-ENG
Bundy Asia Pacific: China Strategy HBR case solution

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