Problem:
Two of the most successful American companies, Apple and Google, attempted to expand their global reach by entering into the Chinese market. Each attained different level of success, for various reasons. You are tasked with advising the VP of Global Marketing of Apple Inc. on the question of what is the best way to enter the Chinese market with their iPhones and iPads. Which of the foreign market entry mode(s) would work best for Apple in China? What would you advise, and why? What lessons could Apple learn from Google's experience in China?
Apple is making huge inroads into China's tech markets, but critics say the company is making unpleasant compromises along the way. The company's Chinese suppliers are accused of disregarding workers' health and safety, and playing fast and loose with labor rules. Local activists say Apple has been sluggish in addressing their concerns.