Tcl International Mode Of Thinking

During the process of economic globalization, China has become one of the most important markets to attract foreign direct investment. On the other side, China's enterprises have been trying to operate overseas. TCL Corporation is an active player among them, which is famous for its different globalization style. The globalization style of TCL has two distinctive points: one is the "easy first, difficult second" strategic process by entering the emerging markets first, then the developed markets. The other is the entering mode, which is realized by cross-national merger and acquisition. TCL chose different entering mode and brand strategic flexibly in different markets. In the emerging markets such as Vietnam, TCL uses "TCL" brand name by joint-ventures, sales subsidiaries, whereas in the developed markets such as the United States and Europe, TCL uses "Thomson", "Alcatel" ,the owner of which were acquired by TCL. By using theories of multinational management, we analyze the mode of TCL globalization , as well as analysing the opportunities and threats of multinational M&A of TCL. The conclusion is that it is not mature for TCL to enter the developed markets because it is short of core technology, market share, international management talents, etc.