Lincoln Electric: Venturing Abroad, Spanish Version Case Solution

This Case is about GLOBALIZATION, GROWTH STRATEGY, LABOR, MANUFACTURING, MARKETING, MOTIVATING PEOPLE, REORGANIZATION, STRATEGY EXECUTION

PUBLICATION DATE: January 14, 1998

Lincoln stayed focused on making in America until 1988 despite starting a couple of international sales and production enterprises in Canada, Australia, and France. Then, making enlarged through acquisitions and Greenfields in 11 new states, trying to transfer its exceptional management philosophy to each. Nevertheless, Lincoln was not able to repeat its system that is exceptionally productive abroad. In 1996, Massaro set about enlarging the business’s manufacturing base through a fresh strategy and was named CEO. The case reasons in Asia, where the regional president of Lincoln is attempting to determine how and whether to establish a manufacturing presence in Indonesia, and in particular whether to attempt to transfer the exceptional incentive of Lincoln -driven management system.

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