CEEMAN Case Collection
The Establishment of a Joint Venture in Liquid Gold Industry: Goldie
The theme of the case is about a joint venture company, which was established in Turkey. Parent companies were a global German holding company and a Turkish small company. The case mainly explains a success story of the joint venture company which was established by two extremely different companies in terms of management styles, cultures and size.
Liquid gold sector was a global industry in which a few number of suppliers played a significant role. They offered various types of liquid gold to the tableware producers, tile producers, and wholesalers worldwide. However, changes in the industry as well as cultural changes required leading companies in this sector to establish joint ventures with companies from developing countries where there was cheaper labor and larger market. This case explains the formation of a joint venture process in a developing country in liquid gold industry and also mentions the problems between two sides at the beginning of the joint venture.
Case provides a real life example for a successful joint venture company. Although the difficulty level of the case is low, it reflects a well managed adaptation period of management styles, reporting systems and procedures between two companies. Therefore, it can be linked to international business strategies in management theory. Also, cultural differences and their effects were explained. Hence, it can be an example for the effects of culture in international business.
Author:
Alev Katrinli, Gulem Atabay, Gonca Gunay, Burcu Guneri Cangarli
Institution:
Izmir University of Economics
Industry:
Liquid Gold Industry
Discipline:
Strategy and General Management
Number of pages:
13
Language:
English
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