Goldmyk – Born Global (B): Coping With a New Reality

Abstract

The case centers on Goldmyk a Chinese manufacture of hats, which is forced to change direction and implement a new strategic plan for growth in the face of the escalating trade war between the United States and China. In the past, Goldmyk relied on U.S. customers for the majority of its businesses but the new tariffs made Goldmyk’s products too expensive for the U.S. market. Mr Ma, the CEO of Goldmyk must now turn to Chinese and domestic customers to keep Goldmyk in business.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles