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Chapitre D'ouvrage Année : 2021

Mixel Agitators, a French SME expanding into China

Résumé

Founded in 1969, Mixel Agitators is a manufacturing SME specialized in the production and sales of industrial mixers. The arrival of Philippe Eyraud at the head of the company, in 1990, constitutes a critical event since it is accompanied by a radical change of strategy. Driven by its previous experience in Singapore and the increasing saturation of European markets, the CEO is choosing to move to emerging markets in Asia. His proactivity, his vision and the efforts made to develop international markets are paying off: Mixel Agitators put in place its first production and sales subsidiary in China (2005) followed by a representation office in Vietnam (2017) and established itself as a reference supplier in the country.
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Dates et versions

halshs-03547449 , version 1 (28-01-2022)

Identifiants

  • HAL Id : halshs-03547449 , version 1

Citer

Noémie Dominguez, Ulrike Mayrhofer. Mixel Agitators, a French SME expanding into China. Michael R. Czinkota, Ilkka A. Ronkainen and Suraksha Gupta. International Business, 9th edition, Cambridge University Press, pp.446-454, 2021. ⟨halshs-03547449⟩
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