Pearl River Piano: Hitting the Right Notes in the Global Market?
China's status as an export powerhouse is changing from focusing on its low-wage and low labor cost advantage towards high-tech, high value-added exports. Pearl River Piano, a state-owned company in China, had propelled from a slow-moving Chinese firm founded in the mid-1950s to a booming global company with growing sales abroad and domestically. While it fared well in the low-end product segment in the international markets, there were speculations whether Pearl River Piano can successfully transform itself into a truly global brand by ascending to the mid-high product segment and whether it can achieve sustained growth by building a reputable and high-quality brand name in the western frontier. Using Pearl River Piano as an example, this case study examines the internationalising strategies Chinese companies adopted and analyses the next steps for Chinese brands going global.