1. Introduction Looking into FDI in emerging markets as a part of a company's global strategy was originally often considered in a transaction cost perspective looking for cost savings (Hennart 1993). This view though, has changed drastically. Today more than 50 % of all Danish investments made in emerging markets are driven by market potential rather than a cost-cutting potential (IFU slides). Carlsberg's activities in western China are a good example of this. We find it interesting to investigate Carlsberg's strategic moves in a theoretical retrospect. Thus we wish to apply relevant theoretical frameworks in order to analyse Carlsberg's strategic moves on the Chinese market. With offset in Meyer's eclectic framework (Meyer 2002), the FDI should be seen as a whole, in which all stages and aspects of the investment are interdependent. We acknowledge the importance of this argument, but will only reflect on two aspects of Carlsberg's entry strategy in Western China; the strategic intent underlying the investment and the choice of location. The synopsis will be structured as follows......

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