Brilliance Auto: A Chinese Automaker with Global Ambitions
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Case Code: BSTR369 Case Length: 22 Pages Period: 2003-2009 Pub Date: 2010 Teaching Note: Available |
Price: Rs.400 Organization: Brilliance China Automotive Holdings Ltd. Industry: Automotive Countries: China, US, Germany Themes: International Business Management, Globalization Strategy, Product Development and Innovation |
Abstract Case Intro 1 Case Intro 2 Excerpts
Abstract
The case describes Brilliance China Automotive Holdings Ltd. (Brilliance Auto)'s growth initiatives in the Chinese and global auto markets. It begins with a brief history of the company and then talks about its JVs and its technology transfer agreements with major global automakers.
The case also mentions the development of several innovative vehicles that helped the company grow in the domestic auto market.
It then talks about some of the forays made by the company in auto markets across the world, and concludes with a brief overview of the company's latest projects and future prospects.
Issues
The case is structured to achieve the following teaching objectives
- New product development, through constant innovation and technology transfers from partnerships with global auto giants
- Strategies for entering international markets
Contents
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Introduction
Background Note
The Joint Venture with BMW
Brilliance Auto's Products
Becoming a Global Company
Entry into the European Market
Changing Fortunes
Moves to Enter the US Market
Future Plans
Outlook
Exhibits
Keywords
Brilliance Auto, BS6, BS4, China Auto market, BMW Brilliance, Zhonghua sedan, US auto market, Global market strategy, Electric vehicles, minibuses
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