1 AIT Asian Institute of Technology

How emerging market companies go global : a case study of Advance Agro Public Company Limited

AuthorPhawina Chamninawakun
Call NumberAIT RSPR no.SM-08-19
Subject(s)Advance Agro Public Company Limited
Paper industry--Thailand

NoteSubmitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business
PublisherAsian Institute of Technology
Series StatementResearch studies project report ; no. SM-08-19
AbstractThe number of Multinational Enterprises (MNEs) of emerging market companies (EMCs) has increased significantly in recent times, du e to globalization trend. Many EMCs have succeeded in worldwide market such as Haier, CP Group, Tata, Daewoo, Acer etc., which shows potential of these companies to achieve in other markets, not only local market. With successful these companies, they have their own reasons and processes to go global. Advance Agro Public Company Limited (AA), the highest market share of Printing and Writing (PW) paper industry in Thailand, decided to go global in 2002 after succeeded in domestic market with branding strategy. Currently “Double A” brand has been launched around the world and it is going to be a global brand forthcoming. This research uses AA as the representative of EMCs to go global since AA has an aggressive policy to drive the company to worldwide market. With AA’s historical data, only six years for globalization process but company’s growth and its brand expand to other countries quickly. Under branding strategy with PW paper is the new thing in the market and good feedback from customers is the guarantee of AA’s achievement in the global market. With executive managements’ interview, this research collects and synthesizes the reasons and processes for going global of AA. Also, success factors and challenges after the company went global. Indeed, this research expresses external view from another branding manager who has experiences in PW paper business and understands well this industry. Moreover, sustainability of this success is the key question of the research. Many factors affect this success and the method to keep going in global market is the main issue of AA to be responsible for. Therefore, the research anal yzes the possibility in the future of AA which may useful for deciding the next stage in the global market.
Year2008
Corresponding Series Added EntryAsian Institute of Technology. Research studies project report ; no. SM-08-19
TypeResearch Study Project Report (RSPR)
SchoolSchool of Management (SOM)
DepartmentOther Field of Studies (No Department)
Academic Program/FoSMaster of Business Administration (MBA) (Publication code=SM)
Chairperson(s)Venkatesh, Sundar;
Examination Committee(s)Zee, Rian Beise;Tang, John C.S.;
Scholarship Donor(s)RTG Fellowship;
DegreeResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2008


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