shanghai tang business culture
TRANSCRIPT
INTERCULTURAL MANAGEMENT GROUP C
“We would like to be like Armani is for the Italians, to be the futureAmbassadors of Chinese culture, as Shanghai Tang gains strength.”
Raphael le Masne de Chermont
| LEADERSHIP OF DAVID TANG
| DIFFERENCES IN THE LEADERSHIP STYLE
| TANG’S MARKETING STRATEGY
| CHALLENGES IN REDESIGNING SHANGHAI TANG
INTERCULTURAL MANAGEMENT
| LEADERSHIP OF DAVID TANG
AUTOCRATIC LEADERwith narcissistic elements
"The aim is to glorify China, to bring its traditions the recognition they deserve," he says with a gesture that sends cigar ash flying. "I want to create an empire."
| engages attention and power
| egotistic need for power and admiration
| flamboyant personality
| high on aspirations
| cultural oriented
| LEADERSHIP OF DAVID TANG
Personality
Culture
Human Nature
| Entrepreneurship| University Professor
| Chinese Culture
| Anglo-Saxons Culture
| Born in a rich family
INFLUENCES
| LEADERSHIP OF DAVID TANG
Personality
Culture
Human Nature
| DIFFERENCES IN THE LEADERSHIP STYLE
DEMOCRATIC LEADER
| favors decision-making by the group
| modern and visionary approach
| integration of various cultures into the management
Personality
Culture
Human Nature
| Adaptive towards other opinions
| Worked in French luxury companies
| French Culture
| DIFFERENCES IN THE LEADERSHIP STYLE
Personality
Culture
Human Nature
| TANG’S MARKETING STRATEGY
CULTURALDOMINANCE
CULTURALCOMPROMISE
CULTURALAVOIDANCE
CULTURAL SYNERGY
CULTURALACCOMODATION
My culture’s way
Their culture’s way
BRING CHINA TO THE WORLD
| TANG’S MARKETING STRATEGY
MADE IN CHIN
A
MADE BY CHINESE
CHANGE AT IMPLICIT LEVELS
CREATING A BRAND THAT INHERITS
BEAUTY OF CHINA
CULTURE OF CHINA
| LACK OF EXCLUSIVITY
| OBSESSION WITH UNITED STATES
| IGNORANCE OF CULTURAL DIFFERENCES BETWEEN CHINA AND U.S.
| STEREOTYPE PRODUCTS ONLY APPEALING TO TOURISTS
| ALIENATING POTENTIAL ASIAN CUSTOMERS
| NON FEASIBILITY OF ASPIRATIONS
| CHALLENGES IN REDESIGNING SHANGHAI TANG
WHAT DID GO WRONG
| CHALLENGES IN REDESIGNING SHANGHAI TANG
| Entering new markets
| Gaining acceptance of wealthy non-Chinese customers
| Regaining the market share in China
CHALLENGES
| CHALLENGES IN REDESIGNING SHANGHAI TANG
| Regaining the market share in China
CHALLENGES
CHINA ON ITS WAY....
COLLECTIVISTIC INDIVIDUALISTIC
OPEN TO OTHER CULTURES
CLOSED CULTURE
| CHALLENGES IN REDESIGNING SHANGHAI TANG
| Collaborating with top fashion designers
| Combining Chinese culture with European designs
| Start lines of products more affordable
| A new clothing niche, with wedding gowns
| High profile collaboration with celebrities
| Opening stores in new locations outside China
REMEDIES
| CHALLENGES IN REDESIGNING SHANGHAI TANG
| Digital on-line campaign “City Chic”
| Launch of a new music collection
| Shanghai Tang cafes, providing fine dining experience
| Home decoration service
| Formulation of ‘Mandarin Color” society
POTENTIAL FUTURE
THANK YOU