Tenkura in Europe: The ups and downs of an optimistic internationalization

The case study focuses on Tenkura, a Japanese multinational specializing in e-commerce, which aims to establish itself on the international market alongside already well-established players.
It highlights the different stages of its internationalization, the strategic choices made and the challenges encountered during its expansion.

The educational objectives are to illustrate the major concepts of international strategic management, including strategic diagnosis, internationalization strategies, and the relationship between the parent company and its subsidiaries.
This case helps students understand the challenges of standardization and adaptation in global management, while presenting the opportunities and limitations of a Japanese company on the global stage.

-      Appréhender les différentes stratégies d'internationalisation
-      Comprendre les relations entre la maison-mère et ses filiales dans un contexte international
-      Mobiliser le diagnostic stratégique

Management international - Stratégies d'internationalisation - Relation maison-mère/filiales

M2
Masters spécialisés
MBA

e-commerce

PPT debriefing (19 slides)

Année de la problématique : 2025

Livraison : Livraison par lien de téléchargement

Nombre de pages : 18

Temps d'utilisation : 3h00

Code du secteur d'activité : 72 - Activités informatiques