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Leading Culture Change in Global Organizations: Aligning Culture and Strategy by Colleen Lief, Nancy Lane, Robert Hooijberg, Daniel Denison

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Chapter 6

Building a Global Business in an Emerging Market

Established corporations typically enter emerging markets for three main reasons: First, they want to sell their products to a large and growing population that has an increasing need for their products and an increasing ability to pay for them. So, when Siemens of Germany entered the Chinese market for high-speed trains, they were lured by the Chinese plans to create the most advanced railway infrastructure in the world. It worked! China now has the largest network of high-speed trains in the world, and has an aggressive plan expanding their rail infrastructure like no other country in the world.1 Germany's Siemens, along with Japan's Kawasaki, France's Alstom, and Canada's Bombardier, ...

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