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Product cover image for BROAD’s Holon Building: Internationalization Strategy (Spanish version)

BROAD’s Holon Building: Internationalization Strategy (Spanish version)

Yaozhou Zheng, Su Liu, Paul W. Beamish

Product #:W34566
Supplier:Ivey
Discipline:General Management, International Business
Setting:China, 2022
Details:Case (PDF) • 14 pages • 2023-06-27

Subjects:

CooperationManaging yourselfPartnershipsBusiness structuresBusiness managementInternational businessManagement

Industries:

Construction and engineering

Geography:

AsiaChina
Your Price:$10.54

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On June 5, 2021, an eleven-story building developed by the BROAD Group was completed in Changsha, China, in just 28 hours and 45 minutes. This building, known as the Holon Building, had the advantages of a long lifespan, short construction period, strong earthquake and typhoon resistance, low cost, high comfort and energy savings, and global transportability. Because of its standardized installation and 100 per cent factory prefabrication of all modules, Holon was well suited to various types of buildings. However, as a newly emerging technology, the Holon Building needed time and great effort to gain wide acceptance. BROAD's chairman and chief executive officer, Zhang Yue, was wondering about the feasibility of Holon buildings’ global market expansion.

Learning Objectives

This case is appropriate for undergraduate and graduate students majoring in strategy, international business, and operations management. After working through the case and assignment questions, students will be able to
  • illustrate BROAD’s motives to develop Holon buildings and their competitive advantages;
  • assess strengths and weaknesses of Holon buildings’ possible foreign market entry modes;
  • develop an understanding of the trade-off between geographic concentration (i.e., fortressing within certain countries) and geographic diversification (i.e., large national coverage);
  • analyze partners’ benefits and costs and BROAD’s best option for partnership and fit, then design a solution including the roles, duties, and payoffs between international strategic partners; and
  • discuss the timing for Holon buildings to move from innovation to the mainstream and the potential challenges BROAD may face.
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Case Study: BROAD’s Holon Building: Internationalization Strategy (Spanish version) | Ivey Publishing