The case study analyzes the evolution of Hong Kong-based Li & Fung Limited from a traditional trading company to a global export trading giant in consumer goods and a manager of customer supply chains. It discusses in detail the company's efforts to constantly evolve its business model in response to changes in the external environment and customer needs and preferences. The case study examines the main strategies of Li & Fung viz. Positioning as a supply chain manager, integration of operational strategy with its organizational strategies, customer-centric organizational structure, technology and Internet initiatives and globalization efforts, which have contributed to the company's emergence as a leading global trading company. consumer goods worldwide. Finally, the case explores the challenges that Li & Fung faces and discusses its future prospects in light of these challenges. The main objective of the case is to enable you to gain a comprehensive understanding of globalization: logic, levels of globalization, management of global operations, strategies and challenges of globalization. Li & Fung Limited is today one of the world's leading consumer products export trading companies managing the supply chain of high-volume, time-sensitive consumer goods, including garments, fashion accessories, toys, sporting goods , promotional items, crafts, shoes, travel items and household items. These goods are purchased through a network of offices in 40 countries for customers in the United States, Europe and Asia. The company focuses on the sourcing of textile goods (mainly clothing); also supplies durable goods such as crafts, home furnishings, shoes, sporting goods and toys. Li & Fung has an extensive network of suppliers, especially...... middle of paper ......rs. The Fung brothers are picky about the type of Internet tools they use in their business. Today, the company has a huge customer base in the United States that includes some of the big names like Coca-Cola Co., Disney, and the Kohl's department store chain. Although this case presents a great success story, Li & Fung's StudioDirect web service, aimed at SMEs, has a high potential for failure. Li & Fung has come a long way in using the Internet to develop and maintain a stable relationship with its customers. References Lynda M. Applegate, Robert D. Austin, and F. Warren McFarlan. (2007). “Corporate Information Strategy and Management, McGrawHill” 7th Edition. pp. 1-20http://www.lifung.comhttp://conversation.cgu.edu/is329/page/Li+and+Fungwww.aect.cuhk.edu.hk/~ect7010/Materials/Lecture/Lec2-LiFunghttp https: //www.icmrindia.org/casestudies/case_books.htm