Danfoss in China: How Family-Owned Danfoss Turned China Into Their Second “Home-Market”


Svend Hollensen, Britta Boyd & Toshio Goto

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  • Author Bio

    Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark (Sønderborg). His research interests are within relationship marketing, globalization, internationalization of companies, and social media marketing. He has published articles in well-recognized international journals such as California Management Review and Thunderbird International Business Review. Furthermore, he is the author of several textbooks, including Marketing Management (4th edition), Global Marketing (7th edition) and Social Media Marketing (3rd edition, together with Philip Kotler and Marc Opresnik).

    Britta Boyd is an Associate Professor for Business Economics at the University of Southern Denmark and Adjunct Professor at Beijing Institute of Technology. She has published articles in international journals and books within her research interests of family business, entrepreneurship strategy, international marketing and sustainable management. At the University of Southern Denmark she mainly teaches in the areas of international marketing, business marketing, corporate social responsibility, and entrepreneurship.

    Toshio Goto is Research Professor at the Graduate School, Japan University of Economics, Tokyo, Japan, with an established background in both academia and business management in various capacities worldwide. He is concurrently Chairperson, Research Institute for the Centennial Management, & Executive Director, Japanese Civilization Institute. He holds a bachelor’s degree in economics from the University of Tokyo and an MBA from Harvard University. His background is in business strategies and his research focuses on strategies for sustainable growth, specializing in family businesses. In April 2011, he was appointed as the first Dean of Faculty of Management at Japan University of Economics Shibuya Campus Tokyo. His business background includes marketing, sales, corporate entrepreneurship, and strategic management in both Japan and the United States. His publications include the Family Business Yearbook (2015, 2018) which he edited and co-authored.

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