Case playback:

　　China A Automotive Company Limited was founded in 1991, second years in the United States listed on the New York Stock exchange. A owns B sedan and C business car two big series products, share ranked first in the domestic senior independent brand car market and light passenger car market. Germany D company was founded in 2006, mainly engaged in automobile trade. The E car club is a German independent evaluation and rescue services, according to Eur0 NCAP standard at the expense of buying a car collision test, provide buying guide for membership of the club. In 2006 November, A company and D company signed a period of 5 years, a total of 158000 B sedan's exclusive agent export agreement, is the first large-scale entry of Chinese cars in developed countries. Exports of Germany B car price than the same grade models about the local 25% cheaper, have certain comparative advantages. But during the period of A company and D company, e club on A company exports two car products were given Eur0 NCAP a star and sporadic evaluation, prevent the development of B cars in europe. In 2009 November, D announced bankruptcy. A company exports, domestic sales decline, stock prices, capital chain tension, face delisting and risks.

　　Intensive analysis:

　　The difference of comparative advantage and the existence of different nationality country of production, technology, business and various environmental factors, provide a lot of business opportunities for international entrepreneurs. With global thinking entrepreneurs will actively participate in the international market, looking for business opportunities. International business and domestic business although there are many similarities, but international entrepreneurship involves a wider range, not controllable factors is more difficult to predict and grasp. Such as, nationalization risk, foreign exchange risk, legal risk, political risk, trade barriers and so on. Therefore, international entrepreneurs often need to simultaneously observe and examine the international and domestic environment, mining international market opportunities and growth required resources and capabilities, timely adjustment of product structure and market positioning, enhance the entrepreneurial space and the value of entrepreneurship.

　　Since the reform and opening up, China's international entrepreneurs to speed up the international market, in the global scope of almost every Chinese official economic relations between countries are China International Entrepreneurial footprint, especially in North America, Oceania and some Asian developed countries and newly industrialized countries and a few oil, mineral resources rich countries are more concentrated. In recent years, China's international business gradually transferred to the Asia-Pacific, Africa, Latin America and other developing countries, especially the developing countries in East and South asia. Speed significantly speed up the business international, and the emergence of a typical of many successful opening up the international market, the Multi-National Corporation to take shape. But China's international business started relatively late, the product competition ability and ability to grasp the opportunity is weak, coupled with inadequate International Entrepreneurship Policy and the lingering trade barriers and protectionism, is China's international entrepreneurs face numerous challenges.

　　In this case, A company is facing many favorable situation, want to realize the great-leap-forward development through international entrepreneurship. But some mistakes made by A company in the implementation of international business strategy, process strategy, eventually lead to blocked. The European automobile market demand, consumer mature, once the breakthrough, in favor of word-of-mouth communication and brand building, can quickly upgrade the international entrepreneurship products. But the degree of sensitivity of European automobile consumer price is relatively low, and the higher requirements for safety, environmental protection, product quality. High-end automobile brands, competition is intense. Emissions, safety technical standard requirements higher, and continuous improvement. A company has a certain market in China, but the product development time is not long, the lack of experience in overseas sales, the quality of the products from developed countries to the high-end market is still a certain gap. D A company as the exclusive agent in Europe, the lack of distribution network, brand operation experience, information transmission and market developing funds enough, to help A company to achieve high-volume sales in the European market in the short term. The A in the absence of the feasibility study and strategic assessment complete case, by virtue of D's immature market plan and a cavity enthusiasm, to enter the European market, for the first Chinese exports to the EU of mid-level sedan car manufacturer's vanity. But out of the European market, A company loss is not only the capital and brand image, more important is the entrepreneurial opportunity and market confidence. A company face to expand market development difficulty and enhanced competition gap, will face great strategic risk and market dilemma.

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