Strategic adaptation under changing environment: how Amway reinvented and revitalised itself in China
by Justin Tan
International Journal of Entrepreneurship and Innovation Management (IJEIM), Vol. 5, No. 3/4, 2005

Abstract: This case documents how the American direct marketer, Amway, entered the Chinese market and significantly altered its business model when the Chinese Government suddenly banned direct selling in April 1998. Facing the prospect of having to reorganise its internationally renowned sales system or leaving China, Amway (China) made unprecedented modification to its business model for long-term growth potential in the rapidly growing Chinese market.

Online publication date: Sun, 20-Mar-2005

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