Strategi internasionalisasi Moët Hennessy Louis Vuitton (LVMH) di Tiongkok = Moët Hennessy Louis Vuitton (LVMH) internationalization strategy in China

Angelica, Rachel (2022) Strategi internasionalisasi Moët Hennessy Louis Vuitton (LVMH) di Tiongkok = Moët Hennessy Louis Vuitton (LVMH) internationalization strategy in China. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Sejak tahun 1964, Tiongkok telah menjalin hubungan bilateral dengan Perancis melalui relasi Sino-French dan semakin menguat sejak reformasi ekonomi Tiongkok pada tahun 1978. Melalui open-door policy keterbukaan Tiongkok beserta potensi yang dimilikinya membuat aktor non-negara multinational corporations (MNC) melihat potensi pasar yang besar dan berupaya untuk melakukan internasionalisasi sebagai bentuk kooperasi internasional. Fenomena ini kemudian menunjukkan peran aktor non-negara yang semakin signifikan dalam ekonomi politik internasional kontemporer. Berlandaskan teori liberalisme, penelitian ini menggunakan studi kasus yang bertujuan untuk mengetahui strategi yang dilakukan Moët Hennessy Louis Vuitton SE (LVMH) sebagai MNC yang melaksanakan internasionalisasi, berdasarkan kebijakan ekonomi politik yang diterapkan di Tiongkok. Menerapkan pendekatan kualitatif, pengumpulan data dilakukan melalui studi kepustakaan yang kemudian dianalisis berdasarkan event-structure. Hasil yang diperoleh menunjukkan bahwa terdapat tiga strategi yang dilakukan LVMH berdasarkan kebijakan Tiongkok berupa kebijakan foreign direct investment (FDI), intellectual property laws, dan anti-corruption laws. Melalui hal tersebut, strategi internasionalisasi yang dilakukan merupakan pemanfaatan kebijakan yang mendukung MNC dan secara bersamaan menyesuaikan strategi untuk kebijakan yang merugikan MNC. / Since 1964, China has established a bilateral relationship with France through Sino-French that gradually shows a stronger bond since China’s economic reformation in 1978. Due to the open-door policy, the country’s openness and its potential, non-governmental actors — multinational corporations (MNC) — saw a huge market potential that urges them to undergo an internationalization process as a form of international cooperation. This phenomenon exhibits the significant role of non-governmental actors in the scope of contemporary international political economy. Having liberalism as a fundamental theory in this research, a case study is used to explore the strategy of Moët Hennessy Louis Vuitton SE (LVMH) as an MNC that internationalizes in China. Moreover, a qualitative approach is used by collecting relevant previous studies as data and analyzing with event-structure. The findings of this research show three prominent strategies implemented by LVMH based on China’s policies which comprise of foreign direct investment (FDI) policy, intellectual property laws (IP Laws), and anti-corruption laws. Hence, LVMH’s internationalization strategies emphasized on utilizing policies that support MNC while at the same time adjusting their existing ones for policies that disadvantages the entity.

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