Abstract

In late 2003, China based TCL Corporation (TCL) and France-based Thomson SA formed a joint venture under the name TCL-Thomson Electronics Corporation (TTE). TTE's core product was television sets which were sold globally. It also produced computers which were sold only in China. The case discusses the rationale for the formation of this joint venture. It highlights the problems faced by TTE and details the reasons why it failed to achieve its objectives. The case examines the problems faced by cross border joint ventures and aims at seeking solutions for TTE's problems.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Study and analyze the problems that organizations face in managing joint ventures
• Examine the strategic impact of joint ventures on partner companies
• Understand the rationale behind Chinese consumer electronics manufacturers going global.

Keywords

TCL-Thomson Electronics Corporation, TCL Multimedia Technology Holdings Limited, Thomson SA, TCL Corporation, Joint Ventures, Failure of JVs, Acquisition, Multi-branding Strategy, RCA brand, Schneider Electronics AG, European Union