Title: Strategic adaptation under changing environment: how Amway reinvented and revitalised itself in China
Authors: Justin Tan
Addresses: Eppley College of Business Administration, Creighton University, Omaha, NE 68178, USA
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.
Keywords: Amway; China; multinational corporate strategy; regulatory environment; Chinese marketplace; business models.
International Journal of Entrepreneurship and Innovation Management, 2005 Vol.5 No.3/4, pp.349 - 357
Published online: 20 Mar 2005 *Full-text access for editors Access for subscribers Purchase this article Comment on this article