The case discusses and highlights on one hand the internationalisation process of the German car maker Volkswagen, its internationalisation phases vis-a-vis distribution and production internationalisation, the group’s strategy worldwide that synergised its strategy in China since 1985. It raises issues on localisation in the Chinese market and focuses on how MNCs can sustain their growth and a profitable growth in the hypercompetitive Chinese market.
SOM, A. et NICOLAS, E. (2006). Volkswagen in China: running the olympic marathon. ESSEC Business School.