Management Practices in Asia (eBook)

Case Studies on Market Entry, CSR, and Coaching

Christiane Prange, Ralph Kattenbach (Herausgeber)

eBook Download: PDF

2019 | 1st ed. 2019
VI, 276 Seiten
Springer International Publishing (Verlag)
978-3-030-19662-2 (ISBN)

Infos

Asia is a continent of contradictions and boundaries; it offers exciting business opportunities, but is also characterized by unpredictability and conflict. While flexibility and creativity are in the DNA of many startups in China, major players like Xiaomi and Alibaba have also emerged as global giants, challenging established global competitors. The authors of this book show that these companies are crossing various boundaries - between cultures, mindsets, and perspectives. At the same time, Western companies entering Asian markets face challenges that are very different from those on their home turf. 

This book addresses the needs of current and future managers doing business in Asia, who need to understand the individual, social and business challenges that can arise from crossing boundaries. The respective case studies provide essential insights on how several Asian companies have made impressive strides towards becoming established players; how the revival of local brands and growing pride in local products has become a major challenge for global competition; how the need to actively practice corporate social responsibility in Asian markets is currently challenging many companies; and how the need for individual and team coaching among the members of management to support a company's development has grown tremendously, calling for new solutions. 

Christiane Prange is Professor of Global Strategy at Tongji University (China) and the Director of the AgileVentureLab, a think tank focused on dynamic strategizing in volatile environments. With over 20 years expertise in internationalization and transformation strategies, she has been advising companies around the world to increase their global competitiveness.

Ralph Kattenbach holds the Volkswagen/SAIC Chair in Human Resource Management at Tongji University (China). He has over 15 years of expertise in HR management, organizational psychology and empirical methods. He has been advising companies on organizational research on culture and leadership issues as well as on professional coaching.

Inhalt

Contents 5
Part I: Introduction 7
Asia: The Continent of Superlatives and Contradictions 8
A Short Overview on Selected Asian Countries 10
References 13
Overview of the Book 15
Aspiring Global Giants 16
Ethnocentrism Revisited 19
Corporate Social Responsibility on the Move 21
Coaching in Asia 23
References 25
Part II: Aspiring Global Giants 28
neolid: A French Start-Up in Japan and South Korea 29
Case Synopsis 29
Research Problem 29
Case Summary 30
Learning Objectives 30
Themes and Tools Used 30
Target Audience 30
neolid: A Start-Up ``Made in France´´ 31
neolid´s International Expansion and Counterfeit Products 32
Characteristics of the Japanese and South Korean Markets 33
Selecting Market Entry Modes 34
Managing Cultural Differences 35
References 38
Taking the Road to India? Under Armour´s Internationalization Strategies 39
Case Synopsis 39
Research Problem 39
Case Summary 39
Learning Objectives 39
Themes and Tools Used 40
Target Audience 40
Questions 40
About Under Armour 40
Under Armour´s Marketing Strategy 42
Domestic Marketing Strategy 42
International Marketing and Distribution Strategy 42
Exploring India 45
The Attractiveness of the Indian Market 45
The Exploding Sportswear Market 45
India´s Sporting Culture 46
What Are Under Armour´s Options? 48
References 48
Garuda Indonesia: A Turbulent Journey to Global Expansion 51
Case Synopsis 51
Research Problem 51
Case Summary 51
Learning Objectives 52
Themes and Tools Used 52
Target Audience 52
Questions 53
Introduction 53
The Point of Departure 54
The Aviation Industry 55
Garuda Indonesia: The Early Years 55
Turbulent Times 56
An Ongoing Journey to Success 57
Competitive Landscape 58
Marketing Strategies and Tactics 59
Product/Service 59
Pricing Strategy 60
Place and Promotion 61
Spreading Its Wings 61
References 62
New Game: Should the Multinational Crop Protection Company CPG Enter China´s M-Commerce Market? 64
Case Synopsis 64
Research Problem 64
Case Summary 64
Learning Objectives 65
Themes and Tools Used 65
Target Audience 65
Questions 66
Introduction 66
The History of Agriculture in China 67
The Crop Protection Industry in China 68
Research- and Development-Oriented MNCs Versus Generic Players 68
Market Outlook 70
Distribution of CP Products 70
Online Commerce in China´s Rural Area and Crop Protection Industry 71
Electronic and Mobile Commerce in China 71
Political Support: With ``Internet Plus´´ to Modern Agriculture 73
E-Businesses Set Up by a Single CP Company 75
E-Businesses Set Up by Multiple CP Companies 77
``Traditional´´ Internet Giant-Operated Rural E-Businesses 78
The Future: Ambitious Targets and Integrated Online Strategy 79
References 80
Part III: Ethnocentrism Revisited 83
Trung Nguyen Group and the Global Coffee Dream: Advantage at Home but Also Abroad? 84
Case Synopsis 84
Research Problem 84
Case Summary 84
Learning Objectives 85
Keywords and Concepts 85
Target Audience 85
Questions 85
Introduction 86
The Life of the Paranoid Guy 86
From a Local Roaster to Vietnam Famous Coffee House Chain 87
Mission, Core Values, and Company Logo: Starting Internationalization 89
The Dream of ``Bringing a Bell to Ring in His Land´´ 91
The US Coffee Market 92
Tariffs, Trade, and Economic Situation 92
Social Factors and Differences in Consumer Behavior 93
Market Penetration Strategy 94
The Rocky Road Ahead 95
Trung Nguyen Today 96
References 96
Late to the Party: Can Starbucks Become the Life of It? 100
Case Synopsis 100
Research Problem 100
Case Summary 100
Learning Objectives 101
Themes and Tools Used 101
Target Audience 101
Questions 101
Introduction 101
Starbucks´ History and Its Manifesto 102
Challenges from Local Preference and Market Competitiveness 103
A Proud Coffee Culture: But Not Without Opportunity for Growth 105
Marketing Strategy and Adaptation for the Vietnamese Market 107
Can Starbucks Be the ``Undisputed Coffee Authority´´ in Vietnam? 109
References 110
Paris Baguette: How a South Korean Bakery Is Entering Europe Through the Capital of France 113
Case Synopsis 113
Research Problem 113
Case Summary 114
Learning Objectives 114
Themes and Tools Used 114
Target Audience 114
Questions 115
Introduction 115
History of Paris Baguette 116
Background of the CEO 116
Paris Baguette 117
Global Strategy 118
Current Strategy in France 119
Outlook and Conclusions 121
References 121
Part IV: Corporate Social Responsibility on the Move 123
Lipton´s Tea Plantations in India: Is There a Gap Between Saying and Doing in Sustainability? 124
Case Synopsis 124
Research Problem 124
Case Summary 124
Learning Objectives 124
Themes and Tools Used 125
Target Audience 125
Questions 125
Introduction 125
The History of Unilever and Its Brand Lipton 127
The Role of India in Unilever´s Global Strategy 128
Tea Production in India 128
Slave Labor in Indian Tea Plantations 129
Unilever´s Sustainability Strategy 130
Sustainability in Mission and Vision 130
The Rainforest Alliance 131
How to Maintain a Sustainable Brand 132
Reactions to Bottom-up Counter Movements 132
Corporate Social Responsibility 133
What Is Next? 135
References 136
A New Home for MusHome? Positioning Mushroom Growing Kit Through Social Media Marketing 138
Case Synopsis 138
Research Problem 138
Case Summary 138
Learning Objectives 139
Themes and Tools Used 139
Target Audience 139
Questions 139
Introduction 140
About MusHome 140
MusHome Production 141
Growbox: MusHome´s Inspiration and Competition 143
The Role of Mushrooms in Indonesian Eating Habits 144
Targeting MusHome for Everyone? 145
Marketing Activities for Reputation Building 146
MusHome Online Marketing Activities 146
MusHome Distribution 147
A New Home for MusHome? 147
References 148
Pizza Hut Vietnam: Adapting a Global Code of Conduct 150
Case Synopsis 150
Research Problem 150
Case Summary 150
Learning Objectives 151
Themes and Tools Used 151
Target Audience 151
Questions 151
Introduction 152
Background 152
The History of Pizza Hut Vietnam 152
Pizza Hut´s Code of Conduct 154
Ethical Issues at Pizza Hut Vietnam 155
Purchasing 155
Illicit Payments 156
Giving or Accepting Gifts 157
Conflict of Interest 158
Ethical Issues and Vietnamese Culture 159
What Next? 160
References 161
A Breath of Fresh Air: Creating Shared Value in the Philippines 164
Case Synopsis 164
Case Summary 164
Learning Objectives 165
Themes and Tools Used 165
Target Audience 165
Questions 166
Introduction 166
Background 167
Contextualizing the Social Need 167
Company Profile 169
``Facing the Challenge´´ at GlaxoSmithKline 169
Emerging Opportunities in Emerging Markets 170
The Philippines 171
GSK´s Single-Dose Inhaler Device 172
The Shared Value Journey 173
Investing in the Foundations for Market Success 173
Building on What GSK Does Best 174
Flexible Pricing and Smaller SKUs 175
It´s Not All About Price 176
Cultural Nuances in Consumer Behavior 176
Breaking the Stigma and Public Misconceptions 178
Treatment Awareness and Acceptance Among Doctors and Pharmacists 178
Charting a Path to Market Success? 179
References 181
Schneider Electric India Private Limited: The CSR Dilemma 183
Case Synopsis 183
Case Summary 183
Learning Objectives 184
Themes and Tools Used 184
Target Audience 184
Questions 184
Introduction 185
Evolution of Corporate Social Responsibility 185
CSR in Asia 185
CSR in India 186
Schneider Electric 187
CSR at Schneider Electric India Pvt. Ltd. 188
Focus Areas 189
Education 189
(A) Electrician Training Program 189
(B) Scholarships 191
(C) Conserve My Planet Program 191
Employment 192
Wage Employment 192
Self-Employment 192
Entrepreneurship 192
Entrepreneur: Battery Charging Station Model 193
Rural Electrification 194
In 2015 195
References 196
Materialise: Teaching Along the Silk Road 198
Case Synopsis 198
Case Summary 198
Learning Objectives 199
Themes and Tools Used 199
Target Audience 199
Questions 199
Introduction 199
Background 200
Additive Manufacturing 200
Materialise 202
Silk Road Project: A Long Way to Turn a Vision into Reality 203
CSR Management at Materialise: Big Challenges Ahead 207
References 208
Part V: Coaching in Asia 211
Guidance vs. Facilitation: A Critical Juncture for Coaching Services 212
Case Synopsis 212
Research Problem 212
Case Summary 212
Learning Objectives 213
Themes and Tools Used 213
Target Audience 213
Questions 213
Introduction 213
The Coaching Concept 214
Coaching Industry in Asia 214
Guidance vs. Facilitation 215
References 220
Coach! The Challenge of Leadership Coaching and Mentoring in the Context of Intercultural Work Environments 222
Case Synopsis 222
Research Problem 222
Case Summary 222
Learning Objectives 223
Themes and Tools Used 223
Target Audience 223
Questions 223
Background 223
The Australian Way of Leadership 224
The Call for Coaching in Caroline´s Organization 225
The Initial, Successful Coaching Implementation Phase 226
The Rise of the First Coaching Challenges 227
Coaching and Mentoring, the Differences, and When to Use Them 229
Mentoring or Coaching Robert? 229
References 230
Female Career Coaching for a Multinational Company in China 232
Case Synopsis 232
Case Summary 232
Learning Objectives 232
Themes and Tools Used 233
Target Audience 233
Questions 233
A Challenging Coaching Assignment 234
A Retention Tool to Keep Chinese Female Executives 235
About Ann 235
The Shanghai Women´s Career Lab 237
Coaching Based on the FemCareer-Model 239
Career Development 240
Family Influences 241
Interpersonal Support 242
Management Competencies and Personality Factors 242
Coaching Plans in Executive Coachings 243
References 243
Fostering a Collaborative Mindset 245
Case Synopsis 245
Case Summary 245
Learning Objectives 246
Themes and Tools Used 246
Target Audience 246
Questions 246
Introduction 247
The 100-Year Success Story of Auto Supplier Ltd 248
Chinese OEMs and the Need for a New Setup 249
Cooperation Problems Created by the Reorganization 251
Improving Cooperation Between CTs and Plants 253
Brainstorming on Suitable HR Development Approaches 253
Possible Experiment: Peer Coaching Between CTs and Plants 255
Sustainable Good Cooperation: The Challenge Ahead 257
References 257
Part VI: Conclusion 259
The Rise and Fall of Boundaries 260
Aspiring Global Giants Crossing Boundaries 262
Ethnocentrism and Cultural Aspects 263
CSR Gains in Importance 264
Coaching as a Means to Overcome Boundaries 264
Conclusion 265
References 266

Produkt-Details

• Erscheint lt. Verlag: 20.8.2019
• Zusatzinfo: VI, 276 p. 25 illus.
• Sprache: englisch
• Themenwelt: Medizin / Pharmazie ► Medizinische Fachgebiete ► Psychiatrie / Psychotherapie
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Schlagworte: Boundary-less organizations • Case studies on Asian business • China’s belt and road initiative • Corporate Social Responsibility • Cultural hurdles in doing business in asia • Evolution of multinational corporations • Geostrategic influence of Asian countries • Global economic corridors • Market-entry boundaries in Asia • Social-psychology of Asian business • Social systems in Asia
• ISBN-10: 3-030-19662-3 / 3030196623
• ISBN-13: 978-3-030-19662-2 / 9783030196622