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Cases: Global Case Collection
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Our cases describe issues related to global businesses and economies: running operations across dispersed geographies, in different cultures and under different legal, economic and political institutions. They are used in the classroom at the Stanford GSB to provide a contextual backdrop for a class, test the understanding of a theory, or develop theoretical insight.
Hyundai Motor Company in China
At the turn of the 21st century, Korea’s Hyundai Motor Company (HMC) announced ambitious plans to become a global leader in the automotive industry. It established plants in Europe, India, and North America, and in 2002, turned its attention to China, one of the world’s largest and fastest growing economies. Growing demand for automobiles spurred forecasts that China would become the world’s third-largest automobile market–even as the worldwide auto market was stagnating. Thus HMC had selected China to serve as its largest, lowest cost assembly and manufacturing base. HMC created a separate China Business Division and in 2002, initiated a joint automotive project with Beijing Automotive Industry Holding Corp. (BAIC) that became “Beijing Hyundai.” A number of the world’s major auto makers were already established in the Chinese market and were skeptical of Beijing Hyundai’s chances. Undaunted, however, Beijing Hyundai rapidly established itself in the Chinese market, growing faster in its first few years than any other automaker in China. This case explores the challenges that Beijing Hyundai faced in serving as the cornerstone of HMC’s global expansion strategy.
Cases noted by an asterisk (*) may be used free of charge after obtaining permission from the CGBE.
Permission is automatically granted when GlobalCenter@gsb.stanford.edu receives an email containing the following information: name of the case to be used, instructor, institutional affiliation, purpose for which the case will be used, class title and number of students (if applicable).