Mixel Agitators, a French SME expanding into China

Noémie Dominguez () and Ulrike Mayrhofer ()
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Noémie Dominguez: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Ulrike Mayrhofer: GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur

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Abstract: Founded in 1969, Mixel Agitators is a manufacturing SME specialized in the production and sales of industrial mixers. The arrival of Philippe Eyraud at the head of the company, in 1990, constitutes a critical event since it is accompanied by a radical change of strategy. Driven by its previous experience in Singapore and the increasing saturation of European markets, the CEO is choosing to move to emerging markets in Asia. His proactivity, his vision and the efforts made to develop international markets are paying off: Mixel Agitators put in place its first production and sales subsidiary in China (2005) followed by a representation office in Vietnam (2017) and established itself as a reference supplier in the country.

Keywords: SME; Mixel Agitators; China; subsidiary; internationalization (search for similar items in EconPapers)
Date: 2021
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Published in Michael R. Czinkota, Ilkka A. Ronkainen and Suraksha Gupta. International Business, 9th edition, Cambridge University Press, pp.446-454, 2021

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-03547449

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