Doing Business in China Key Success Factors for Building a Sustainable Presence in the Chinese Market
Total Page:16
File Type:pdf, Size:1020Kb
STOCKHOLM SCHOOL OF ECONOMICS BUSINESS AND ECONOMICS - SPECIALIZATION IN MANAGEMENT MASTER THESIS MAY 2011 Doing Business in China Key Success Factors for Building a Sustainable Presence in the Chinese Market Abstract International expansion has become more and more important for companies in search of growth. China, especially, as a large and fast growing country, has become an increasingly popular target for such expansion. Sweden and its companies, being export dependent and with an ever increasing volume of exports to China, have a strong interest in understanding the question ‘What are the key success factors for a Swedish MNE for building a sustainable market presence in China?’ A single in-depth case study has been chosen to analyze such a complex question. The internationalization process can be broken down into four phases - exporting, licensing, JV and WOFE - and seen as a longitudinal process. For each phase, this thesis examines various factors and breaks them down into three categories believed to be important for the internationalization process: (i) Partner Interaction; (ii) Control and Protection and (iii) Product and Management. The literature identifies success factors for each phase and our findings support this. Overall five overarching success factors could be observed within the phases and categories. In line with the theory of internationalization, experiential learning plays an important role and is seen as vital to succeed in the Chinese market. The study also provides evidence to support and add to the network theory arguing that, rather than having a strong and extensive network, having the right network and listening to the network contacts are of utmost importance. Continuity and endurance for the development of trust; protection of technology; and becoming a local actor were identified as the three final key success factors for building a sustainable market presence in China. The finding that continuity is vital in the Chinese market is particularly interesting as it adds to Yang’s (2010) theoretical addition about social networks in China. The idea, however, that clear-cut golden rules exist for building a sustainable market presence in China was not supported; neither within the phases nor overarching the phases. Authors: Niklas Holming (40072) and Fabian Weber (40060) Supervisor: Dr. Andreas Werr, Associate Professor, Department of Management and Organization Presentation: 25th of May, 2011 Acknowledgements ii Acknowledgements We would like to thank: Andreas Werr, for your valuable comments and guidance. Peter Lennhag, for your precious inputs and for connecting us with Atlas Copco. Atlas Copco, for taking part in this study and for taking the time to provide us with valuable information. In particular, we would like to thank Ronnie Leten and Magnus Gyllö for valuable input and for arranging interviews. We would also like to thank Hans Sandberg and Leif Boll for their contributions. Additionally, we would like to thank all the people who participated in our interviews. Finally, we would like to thank our families for all the support. Niklas Holming & Fabian Weber Stockholm School of Economics Table of content iii Table of content Acknowledgements .................................................................................................................. ii Table of content ...................................................................................................................... iii Abbreviations ......................................................................................................................... vii 1 Introduction .......................................................................................................................... 1 1.1 Growth and market expansion ........................................................................................ 1 1.2 Purpose and research question ....................................................................................... 2 1.3 Organization of the thesis ................................................................................................ 3 2 Theoretical Overview ............................................................................................................ 4 2.1 Overview of theories ....................................................................................................... 4 2.1.1 Theory of Internalization .......................................................................................... 4 2.1.2 Eclectic Theory ......................................................................................................... 5 2.1.3 Theory of Internationalization (Uppsala Model) ........................................................ 6 2.1.4 Network Theory ........................................................................................................ 7 2.1.5 Phases of internationalization ................................................................................... 8 2.2 Holistic framework for Chinese market entry ................................................................. 10 2.2.1 China specific aspects on market entry process ...................................................... 10 2.2.2 The holistic framework for the Chinese market entry.............................................. 11 2.2.3 Key factors in each phase of the holistic framework for Chinese market entry ........ 12 2.2.3.1 Phase 1: Exporting ........................................................................................... 13 2.2.3.2 Phase 2: Licensing ............................................................................................ 14 2.2.3.3 Phase 3: Joint Venture (JV) ............................................................................... 16 2.2.3.4 Phase 4: Wholly Owned Foreign Enterprise (WOFE) ......................................... 17 2.2.3.5 Summary of key success factors mentioned in literature .................................. 21 2.2.4 Overall key success factors of the holistic framework for Chinese market entry ...... 21 2.2.4.1 Learning and experience .................................................................................. 21 2.2.4.2 Networks ......................................................................................................... 22 3 Methodology ....................................................................................................................... 23 3.1 Choice of perspective .................................................................................................... 23 3.2 Choice of method .......................................................................................................... 23 3.3 Choice of organization and interviewees ....................................................................... 25 3.3.1 Choice of organization ............................................................................................ 25 3.3.2 Choice of interviewees............................................................................................ 26 3.4 Data collection .............................................................................................................. 27 Niklas Holming & Fabian Weber Stockholm School of Economics Table of content iv 3.4.1 Interview format..................................................................................................... 28 3.4.2 Interview guide design ............................................................................................ 29 3.5 Data analysis ................................................................................................................. 29 3.6 Validity .......................................................................................................................... 30 3.6.1 Internal validity....................................................................................................... 30 3.6.2 External validity ...................................................................................................... 31 3.7 Reliability ...................................................................................................................... 32 3.7.1 Internal reliability ................................................................................................... 32 3.7.2 External reliability ................................................................................................... 32 4 Empirical Data ..................................................................................................................... 34 4.1 Background information China ...................................................................................... 34 4.1.1 History and legal development of China .................................................................. 34 4.1.2 China’s importance for global companies................................................................ 35 4.1.2.1 China’s economy growth in the past years ....................................................... 35 4.1.2.2 Market size of China ........................................................................................ 36 4.1.2.3 China growth outlook ...................................................................................... 36 4.1.3 Main reasons for expanding to China ...................................................................... 37 4.1.3.1 Low-cost production .......................................................................................