Ivey Publishing
Easepal: Transforming a Chinese OEM Supplier
Product Number:
9B16M005
Publication Date:
01/15/2016
Revised Date:
02/01/2016
Length:
15 pages (9 pages of text)
Product Type:
Case (Field)
Source:
Xiamen/Ivey
As one of the world’s largest OEM suppliers of electric massaging equipment, China’s Easepal has faced increasing challenges in its traditional OEM business over the course of two decades. Since the company’s inception in the 1990s, its founder has always had the ambitious goal of becoming more than just a supplier in the global electric massager market. Easepal’s mature research and development and manufacturing capabilities have the potential to deliver some valuable opportunities in both the Chinese and international markets. With the goal in mind of becoming the international market leader, how can Easepal systematically transform itself from an OEM supplier into a global brand?
Learning Objective:
  • To introduce the changing face of global outsourcing.
  • To emphasize the transformation imperative of offshore OEM suppliers.
  • To explore the options for technology suppliers to transform their business model and move up the value chain.
    Issues:
    Disciplines:
    General Management/Strategy,  Entrepreneurship,  International
    Industries:
    Manufacturing
    Setting:
    China, Large, 2015
    Intended Audience:
    Undergraduate/MBA
    Price:
    $4.25 CAD / $4.25 USD Printed Copy
    $3.75 CAD / $3.75 USD Permissions
    $3.75 CAD / $3.75 USD Digital Download
    Associated Materials
    Translations: Simplified Chinese (14 pages)
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