Topic overview
For this assignment you will identify an Australian MNE that has
attempted to enter a new foreign market
within the past five years. Using theory and knowledge from international management, critically assess the
nature of the MNE’s ultimate success or failure.
Multinational enterprises (MNEs) are not always successful
when attempting to establish themselves in new
foreign markets. Some of these endeavours are highly successful, such as when L`Oréal entered the China
market, but some of these endeavours end in embarrassing and very expensive failures or withdrawals, such
as occurred when Bunnings attempted to enter the UK market.
Success or failure may be linked to a variety of factors, including but not limited to initial market
assessment; global trends; local alliance partner selection; understanding the local
business context and local culture; and/or cross-cultural understanding of management.
