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Ivey Publishing
Wensli Silk: Succession and International Luxury Branding
Product Number:
9B16C023
Publication Date:
06/30/2016
Revised Date:
06/30/2016
Length:
13 pages (9 pages of text)
Product Type:
Case (Field)
Source:
CEIBS-Ivey
In 2011, China-based Wensli Group’s newly appointed chairwoman was preparing to transform the company’s silk business into a global luxury brand. It was a lofty goal for a company that started out as a township silk factory before growing into the largest silk-producing company in China. Tapping into the luxury market, however, presented a challenge because Chinese companies were better known for producing cost-conscious products. That meant Wensli, a family-owned business, was facing a huge hurdle in building a brand in a marketplace where it simply had no experience. What steps are needed for the company to gain a foothold in the high-end luxury segment currently dominated by European players? Should the company seek talent expertise from beyond its borders to build an international luxury brand?
Learning Objective:
This case is suitable for use in MBA and other executive-level courses about entrepreneurship, family business, China, and globalization. After completion of the case, students will be able to:
  • Understand the inter-generational challenges with respect to business philosophies that stem from mother-to-daughter succession.
  • Identify the difficulties facing a Chinese family firm that wants to internationalize its business.
  • Appreciate how value and credibility can be added by hiring outside expertise.
  • Identify key strategies necessary to successfully build a global luxury brand.
Issues:
Disciplines:
International,  Entrepreneurship,  Organizational Behaviour/Leadership
Industries:
Manufacturing
Setting:
China, Large, 2015
Intended Audience:
MBA/Postgraduate
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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