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Greatview: Challenger of Tetra Pak (C)

Abstract

Greatview nurtured a dream of becoming the world leader in liquid food packaging within 20 years. After listing on the Hong Kong Stock Exchange on December 9, 2010, the company began to contemplate overseas expansion. Many European potential clients began to pursue cooperation with Greatview. Meanwhile, it also built a factory in Germany to compete in western Europe, which accounted for one-third of the global aseptic packaging market. The company also faced great challenges, including a lawsuit alleging patent infringement filed by Tetra Pak in July 2010, as well as possible harm from price competition due to higher production costs in its European plant versus its domestic plants. Greatview needed to re-consider its globalization strategy.

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Published by:China Europe International Business School

Publish Date:2012-01-01

Language:English

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