英文原名：Shanghai Zhenhua HeavyIndustries Co., Ltd (ZPMC), Chinese Version
适用课程：Business process improvement; Competitive advantage; General management; Marketentry; Product adaptation; Strategy
作 者：Olaf Ploetner; Peter Utzig; Xuyi Wang; Qing Zhan
年 份：教学目的：The case study is designed to give insights into how technology companies from emerging and developing countries can establish themselves over the long term in a market dominated by Western companies. The aim is for students to gain important knowledge about approaches to competitive strategy in the market entry phase, during the growth period to market leader, and in diversificationin new markets. Non-Chinese students in particular will gain increased awareness of developments in Chinese companies. Chinese students in particular will become more familiar with the pitfalls associated with the rapid growth of Chinese companies.摘 要：The case study shows the development of Chinese technology company ZPMC, which entered the containercrane market in 1992 and, in the space of 15 years, achieved a global marketshare of over 70 percent. The case gives particular insights into the strategic decisions that led to ZPMC's competitors being pushed aside in a market previously dominated by Western providers. It also clearly illustrates the risks and limitations facing companies that are strongly focused on growth.