A teaching case developed by Associate Professor Qian Jing's team titled Global Vision, Local Action: How to" Play "Overseas Marketing in HuntMobi ？ won the third prize on "The First Case Call for Contributions and Selection on the Combination of Socialism Theory with Chinese Characteristics and Chinese Management Practice" hosted by Chen Ruiqiu Asia-Pacific Case Development and Research Center of Sun Yat-sen University School of Management and MBA Education Center of Sun Yat-sen University school of Management.

Picture from Public Account of School of Management, Sun Yat-sen University

HuntMobi, a mobile marketing service provider, was established in 2016 and is committed to providing global marketing solutions for overseas enterprises. Under the background of the Belt and Road Initiative, it chose dislocated competition and took the African market with a weak foundation but a huge growth potential as the main entry point. In the African market, it encountered cross-cultural management problems from legal and religious levels, and then solved cultural conflicts with employees, customers and users through localization of human resources. At the same time, it continued to enrich its business matrix, actively integrated into the global business ecology, and gradually became the leader in the African market. In the future, it would still face changes and challenges from competitors, industry and macro environment in the global mobile Internet market.

This case deeply explores the guiding significance of the party's common development theory for enterprise management practice, and cultivates the students' ability to integrate the theory of socialism with Chinese characteristics with enterprise management practice.

Provided by Case Study Center