Preview

From Regional Star to Global Leader

Good Essays
Open Document
Open Document
2637 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
From Regional Star to Global Leader
Principio del formulario
[pic]
From Regional Star to Global Leader
[pic][pic]
Título: From Regional Star to Global Leader. De: Nohria, Nitin, Tsang, Katherine, Javidan, Mansour, Champy, James, Harvard Business Review, 00178012, Jan2009, Vol. 87, Fascículo 1
Base de datos: Business Source Premier
Texto completo en HTML
From Regional Star to Global Leader
Contenido
1. Yang Jianguo was promoted from country manager for China to global head of product development at a staid French perfume maker. How to shed some biases and win over his Western, tradition-bound colleagues – while still breathing new life into an aging product line?
2. Vive la Différence
3. Clash of Cultures
4. Left Out
5. Can Jianguo make the transition? Three commentators offer expert advice
Sección: HBR Case Study
• HBR's cases, which are fictional, present common managerial dilemmas and offer concrete solutions from experts.

Yang Jianguo was promoted from country manager for China to global head of product development at a staid French perfume maker. How to shed some biases and win over his Western, tradition-bound colleagues – while still breathing new life into an aging product line?
"PARISIANS may be famous for their food," thought Yang Jianguo, as he picked at his rice, "but they should leave Peking duck to us." To welcome him in his new position as senior vice president of global product development at Deronde International, the management team had convened at La Mer de Chine, a local favorite among foodies. The executives convivially traded opinions about which wine might pair best with the duck and the soft-shell crab.

Yang Jianguo – whose given name meant "build the country" – couldn't help feeling a nationalistic pride in his promotion. He had been country manager for the fragrance maker's China operations, having been promoted from his job running a lab that had produced two hit scents in the Asian market. Within 18 months, his Chinese subsidiary had
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Ellen Stoddard-Jones: Native American Culture
    • 2848 Words
    • 12 Pages

    Ellen Stoddard-Jones: Native American Culture

    Ellen Stoddard-Jones, 35, was a sales representative with a multinational data systems company headquartered in New York. She was a capable and ambitious graduate with a dual M. B. A. / Ph. D. from a prestigious European university. Most of her company’s international business was conducted in Europe and Japan while China was a growing market for its products. Ellen was recently transferred to be responsible for the Far East market. And she was fixed a schedule of the third time in two years to meet with representatives of a very large Taiwanese distributor whose product lines fit those of her company.…

    • 2848 Words
    • 12 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Lever Case 2
    • 313 Words
    • 1 Page

    Lever Case 2

    1. Lever Company deals with different product categories such as deodorants; beauty bars and other skin care items. To allow for a positive outcome in each category Lever has conducted market research and identified demands within targeted markets. Based off of this research, key product assortments are sent to retailers based off of demands and cultural needs. While understanding end user preferences it is essential there is a decreased focus on markets where retailers just want to move volume not necessarily offer assortments. Lever can address this in several ways since it can positively or negatively impact brand reputation.…

    • 313 Words
    • 1 Page
    Satisfactory Essays
    Read More
  • Powerful Essays

    Btec Business Level 3 Unit 1 P1 Business
    • 4868 Words
    • 20 Pages

    Btec Business Level 3 Unit 1 P1 Business

    Fourthly, we need to train some salesmen to know more about Chinese culture. Knowledge is a key success point in selling our products.…

    • 4868 Words
    • 20 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Compare the regime policy between US and China
    • 1673 Words
    • 7 Pages

    Compare the regime policy between US and China

    Karami, M., Siahpoush, M. and Olfati, O. 2013. ‘How Consumers Perceive the Products Made in China: A Case Study of Iran’s Apparel Market’. International Journal of China Marketing. 3(2): 118-135.…

    • 1673 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Better Essays

    Candace Bulishak Case Summary
    • 1212 Words
    • 5 Pages

    Candace Bulishak Case Summary

    The goal of this paper is to summarize Mrs. Candace Bulishak views on communication in the workplace. The paper will be organized around a discussion of the importance of being direct with employees, the importance of listening while communicating, and the importance of friendliness in a manager position. Candace Bulishak is the Chief Marketing Officer for Tarte Cosmetics; one of he fastest growing cosmetic companies in the United States. Tarte’s goal is to create “good-for-you-glamour” (Kelly) with products that are “highly-pigmented, longwearing cosmetics, formulated without harsh ingredients like parabens, mineral oil, and phthalates among others” (Kelly). Candace is responsible for overseeing the planning, development and execution of Tarte’s…

    • 1212 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    Alex Sander Essay
    • 789 Words
    • 4 Pages

    Alex Sander Essay

    Alex Sander is a highly motivated product manager for the Toiletries Division of Landon Care Products, Inc., a cosmetics products company headquartered in Connecticut. Alex was brought to the company by owner Sam Glass with the expectation of shaking up the product team and creating waves through his relentless work ethic. The young manager, undaunted by any learning challenge, has successfully lead his team through the rebranding of two national skin care products in just over a years’ time. A recent 360* performance review both criticized and praised Alex’s work model, giving him an idea how best to improve and continue with his career.…

    • 789 Words
    • 4 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    McCain Foods Limited
    • 548 Words
    • 3 Pages

    McCain Foods Limited

    Answer 1: If I was in charge of Asian operations for McCain Foods Limited, the first thing I would do is look into what I can do to get my product famous among the Chinese people, by finding out what their likes and dislikes are and how I can make my product appealing to them. This can be done by carrying out market research and surveys. Granted this costs a lot of money, but to succeed in any foreign market, one should first be aware of their cultures, factors that can offend them or intrigue them to buy your products. Without proper preparation and research, I would not step into a foreign market. For example, with proper research you can find out that the Chinese people feel more comfortable with the color red, as it symbolizes good luck to them, so I would make sure the packaging used is of the red color. On the other hand, they displeasure the color white as it symbolizes death to them, so I would make sure that anything such as the packaging, or logo, or anything very visual is not of the color white for my products.…

    • 548 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Harrods Essay
    • 1875 Words
    • 8 Pages

    Harrods Essay

    A Marketing Audit on the brand Harrods on how it markets its products to the British market.…

    • 1875 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Better Essays

    To what extent is the ability to adapt to local cultures and tastes the key factor in determining the success of businesses trading with or operating in China?
    • 1809 Words
    • 8 Pages

    To what extent is the ability to adapt to local cultures and tastes the key factor in determining the success of businesses trading with or operating in China?

    Businesses need to adapt to local culture and tastes in order to appeal to the market that they are selling in. By doing this they will help ensure that their product/service is a success and does not fail as it did not meet the consumers standards and needs. I am going to explore how Disneyland, Starbucks and Lego, along with some other companies, managed success within china either through adapting to their culture or though a different method.…

    • 1809 Words
    • 8 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    Levendary Cafe Case
    • 382 Words
    • 2 Pages

    Levendary Cafe Case

    Limited Experience: China is only the second international market that Levendary Café has entered besides a partnership in Dubai. Thus, there is limited experience with operating in a completely unfamiliar environment. Thus, CEO Leventhal relied fully on the expertise of Chen to execute the necessary actions in order to make the franchaise successful in China. In addition, Foster does not have any international experience and is not familiar with the China market. Her lack of local market knowledge will hinder her credibility with Chen and his response to her demands.…

    • 382 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Strategic Marketing Plan for the Audi A1
    • 5186 Words
    • 21 Pages

    Strategic Marketing Plan for the Audi A1

    To delight customers worldwide we must focus on giving them the very best brand experience, with innovative and emotional products. This must be delivered with the passion, skill and rapid response of everyone in our organisation.…

    • 5186 Words
    • 21 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Swot Analysis and Flare Fragrances Swot
    • 997 Words
    • 4 Pages

    Swot Analysis and Flare Fragrances Swot

    • Reach a new customer segment: 18 – 24 year old females • Arlmont study predicts prestige image fragrances will be best performers • Innovation and originality • Build relationships with department store channel…

    • 997 Words
    • 4 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    From Regional Star to Global Leader (Hbr Case Study and Commentary)
    • 296 Words
    • 2 Pages

    From Regional Star to Global Leader (Hbr Case Study and Commentary)

    Yang Jianguo was recently promoted from country manager for China to global head of product development at a staid French perfume maker. He was chosen for his technical smarts and his knowledge of emerging markets - a critical avenue for growth, given that sales in the company's core markets have stalled. Eager to succeed in his new role in Paris, Jianguo has lots of fresh ideas, but they seem to be falling on deaf ears. Members of the executive team, for their part, find Jianguo to be largely indifferent to their input. Can Jianguo adjust to this new culture? And can he succeed without sacrificing his identity? Three experts comment on this fictional case study in R0901A and R0901Z. Katherine Tsang, the CEO of Standard Chartered Bank in Shanghai, explains the cultural differences between China and France and recommends that Jianguo push his thinking beyond the Chinese market. She also suggests that the company give all its executive team members multicultural training so they have the tools to understand one another and work together effectively. Mansour Javidan, the dean of research and a professor at Thunderbird School of Global Management, acknowledges that Jianguo's transition would be easier if he had the full support of the CEO, Alain Deronde. But since that isn't forthcoming, he advises Jianguo to work with Alain to develop targets for growth in emerging and traditional markets and a plan for building an infrastructure to achieve those goals. James Champy, the chairman of consulting for Perot Systems, is surprised that a family business would choose an "outsider" for this important post, but he recognizes it as a wise strategic move. He says that Jianguo needs a coach and should focus on learning the home market first, before trying to make inroads further…

    • 296 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Acer Case
    • 1039 Words
    • 5 Pages

    Acer Case

    cer Inc. is a leading marketer of notebook and desktop PCs. The company, which posted sales of $21.3 billion in 2010, also produces other products such as the new Iconia tablet. As Taiwan gained a reputation as the “tech workshop of the world,” Acer became Taiwan’s number-one exporter. Stan Shih, the company’s founder, built Acer into one of Taiwan’s most successful companies. Despite Acer’s success, the company had trouble breaking into the American market. In the late 1990s, Shih noted, “In the United States and Europe, we are relatively weak. The local players there are very strong. The problem is that we don’t have good experience in marketing in those regions. It’s a people issue, not a product issue.” Shih discovered that building enterprise brands is easier than building brands in the business-to-consumer market. “Business-to-consumer brands have more value but also face more challenges. People involved in businessto-business are usually rational, but consumers in business-to-consumer are usually emotional in choosing their brands,” he said. In 2000, Shih refocused Acer’s distribution and marketing on the vast, fast-growing China market. He envisioned establishing a solid market base in greater China (mainland China, Taiwan, and Hong Kong) and expanding from there to the rest of the world. “The market in China is very critical for Taiwanese companies to become global companies,” Shih said. “Innovation is not necessarily related to whether you are smart or not. The reality is that if you don’t have a big market it’s not easy to innovate because the return on investment is too low. The potential of China is not just big markets and low-cost labor. Actually, it’s also for highly educated engineers or professionals.” Shih understood the need for Acer to develop a strong brand image in China. “The challenge for this region is really the poor image that is…

    • 1039 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Good Essays

    The Global Brand Face Off
    • 902 Words
    • 3 Pages

    The Global Brand Face Off

    With a value of $1.1 billion Espoir Cosmetics belongs to the best known cosmetic companies in the world. Natasha Singh, the executive vice president and global marketing officer proposes to associate Espoir’s new summer line with the launch of Supreme Studio’s second Diana’s She Devils movie. Espoir’s chairman and CEO, Ed Johnson, is not sure if this would be a good approach since a global brand strategy has not been used so far and consequences are not known for sure. Some companies that have introduced global branding strategies succeeded and came ot strengthened but on the other hand many have failed. In order to understand the challenges as well as the opportunities of a global branding strategy, advantages as well as disadvantages are presented in the following text.…

    • 902 Words
    • 3 Pages
    Good Essays
    Read More

Related Topics