APPLICATION OF BUSINESS ECONOMY IN THE LI NINGCOMPANY’S MANAGERIAL DECISIONS

dr PEREDY ZOLTÁN

Edutus University, Hungary

dr VÍGH László

Edutus University, Hungary

FANG Xiaoyu

Edutus University, Hungary

Issue: online nr 2025/02 (68), date: 03.12.2025

Keywords: business economics; cultural differentiation; CVP analysis; supply chain management; pricing; digital transformation; globalization

Summary: Due to the intensified globalization, technological change, and shifting consumer preferences require managers tobase decisions on rigorous economic reasoning rather than intuition. This paper examines how Li Ning Company, a leadingChinese sportswear brand, applies business economics to strategic decisions in supply chain management, pricing,branding, and digital transformation. Using a systematic desk-based review guided by the PRISMA framework, the studyintegrates quantitative data (financial and employment trends) with qualitative analysis (case studies, thematic coding,and content analysis). The findings illustrate how Li Ning balances globalization–localization pressures by combining costefficiency with cultural differentiation, while also revealing contrasting outcomes in its Southeast Asian success and U.S.market failure. The study contributes to both academic and managerial discourse by showing how tools such as cost–volume–profit (CVP) analysis, demand elasticity, and opportunity cost can inform practical strategies in volatile markets.The study bridges gaps between theory and practice, offering actionable insights for sustainable competitiveness andextending the application of business economics across industries. Lessons derived are relevant not only to Chinese firmsbut also to companies and policymakers in Central and Eastern Europe seeking to strengthen competitiveness within theEU single market.

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