Ivey Publishing
Shanghai Contron: From Start-up to Growth
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11 pages (8 pages of text)
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Case (Field)
Shanghai Contron Information Technology Co., Ltd. was a small technology company in Shanghai, China, established in 2011. The company's main customer was the government, and sales management was the company's primary department. In a rapidly expanding market, the company moved very quickly from the start-up phase to the growth phase. In 2016, the company’s chief executive officer faced challenges in terms of obtaining, stimulating, and managing sales talent, and improving the leading role of the sales department. What could the chief executive officer do to address these challenges?
Learning Objective:
This case is suitable for undergraduate- and graduate-level courses in sales management. Students will analyze the challenges and bottlenecks facing Shanghai Contron, and provide options to address these challenges. More specifically, students will
  • explore the various phases of a business cycle, in particular the sales challenges during the growth phase of a start-up;
  • examine the features of enterprise operations and sales in a business-to-business context; and
  • consider possible growth strategies, and the factors required in managing and motivating a sales force in the growth phase of a start-up.
General Management/Strategy,  Entrepreneurship,  International
Information, Media & Telecommunications
China, Small, 2016
Intended Audience:
$4.25 CAD / $4.25 USD Printed Copy
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$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Simplified Chinese (10 pages)
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