Abstract
This is the second of a two-case series (308-356-1 and 308-357-1). Sany Group, a leader in China's construction machine industry, has a strong ambition to become a global competitor. After its successful entry into India and the Middle East, the company plans to expand into Europe. It firstly set up its European headquarters in Spain but soon found many problems such as: (1) work visas; (2) local hiring; (3) product image; (4) customer expectations; and (5) local requirements, etc. The company needs to carefully design its entry strategy, develop necessary capability and adapt to local environments effectively.