©2013 INSEAD Case Study
The case describes the history of BYD, a Chinese firm that started out making batteries but expanded into automotives, where innovation drove the competitive advantage of the business. BYD entered the automotive industry hoping to leverage its capabilities in batteries, but ultimately finds itself struggling and in a downward spiral. What should it do?
Pedagogical Objectives: This case is intended to help students understand the complexity of business strategies in emerging markets. It requires students to be open to alternative approaches to business practices and strategy making. It challenges them to think about the unique pathways taken by emerging market multinational corporations (EMNCs) to become global brand builders.