CHINA CEO: A Case Guide for Business Leaders in China
Some Western business leaders are moving into China without any
clear knowledge of the many pitfalls they will encounter: the weak
rule of law, forceful governmental intervention, a scarcity of
managerial talent, the likelihood of counterfeiting, the fast paced
business environment and surprisingly aggressive local competitors.
This book uses case studies to both illuminate and examine these
key managerial challenges. Each case focuses on a specific topic
and is complemented with commentaries from professors and
executives who have extensive front-line experience in China. The
cases are the product of three-year research and are well-tested in
MBA and executive courses.
The authors’ philosophy is that readers can learn most
effectively through the experience of others captured in real
cases! The book includes a broad range of companies, such as
Emerson, Eli Lily, General Motors, Peugeot, Carrefour,
Daimler-Chrysler, Picanol. It also includes more personal
experiences concerning the many challenges of expatriate-living in
China , some of whom have started their own businesses.
The book provides concise but insightful analysis to help
readers to get the most from the case studies. As a result, this
book will help you get better prepared to face the varied
challenges you will find in China. These cases complement the
material presented in a previous work, China CEO: Voices of
Experience from 20 International Business Leaders, also published
by John Wiley & Sons.
Cuprins
Introduction xi
Acknowledgements xix
1 Leadership in China: Putting the heart where the mind is
1
Introduction 2
Case study: Emerson Electric (Suzhou) Co., Ltd 7
CASE COMMENTARIES
Howard Ward, Professor of Management, CEIBS 26
Gousheng Zhu, Operation General Manager, BOC China 30
2 Human resources in China: Chasing the runaway bride
35
Introduction 36
Case study: Eli Lilly and Company, China affiliate, war for
talent 42
CASE COMMENTARIES
William H. Mobley, Professor of Management, CEIBS 58
Founder of Mobley Group Pacific Limited
Angeli Kwauk, Area Director of Human Resources, China Grand
Hyatt Shanghai 60
Xiaotong Li, HR Director, Shared Service Organization 64
Henkel (China) Investment Co. Ltd
3 Joint ventures: Dancing the Chinese tango 69
Introduction 70
Case study: Guangzhou Peugeot Automobile Co., Ltd 76
CASE COMMENTARIES
Per V. Jenster, Professor of Management, CEIBS 88
Wei Joo Chai, Factory Manager, Shanghai Kerry Oils and Grains
Industries Ltd 91
4 Dealing with headquarters: The art of juggling 99
Introduction 100
Case study: Picanol China 106
CASE COMMENTARIES
Willem P. Burgers, Professor of Marketing and Strategy, Bayer
Healthcare Chair in Strategy and Marketing, CEIBS 125
Hans-Peter Bouvard, Director Business Dev. Northern Asia Reichle
+ De-Massari Far East (Pte) Ltd 128
Gary An, General Manager, Amphenol East Asia Electronic
Technology (Shenzhen) Co., Ltd, Amphenol Commercial Products
(Chengdu) Co., Ltd 131
5 Counterfeiters in China: Catch me if you can 135
Introduction 136
Case study: GM China versus Chery, disputes over intellectual
property rights 141
CASE COMMENTARIES
Gerald E. Fryxell, Professor of Management, CEIBS 155
Doug Ho Song, Managing Director, Doosan Leadership Institute,
Doosan Group 157
6 Chinese consumers: The new kids on the block 161
Introduction 162
Case study: Mercedes-Benz and Wuhan Wild Animal Park 168
CASE COMMENTARIES
Dongsheng Zhou, Professor of Marketing, CEIBS 179
Yufeng Zhao, General Manager, Progress Strategy Consulting Co.,
Ltd 182
7 Government relationship: Playing Chinese poker 187
Introduction 188
Case study: Carrefour China, revamping business to follow local
rules 193
CASE COMMENTARIES
Thomas E. Callarman, Professor of Operations Management, CEIBS
209
Sergiy Lesnyak, Chief Representative, Ferrexpo Group in China
211
Xuezheng Li, Global Sales Director, Beijing BOE Optoelectronics
Technology Co., Ltd, Former Chief Public Relations Officer, BOE
Technology Group Co., Ltd. 124
8 Expatriates in China: Lost in translation 219
Introduction 220
Case study: The lollypop that turned bitter, the experience of
an expatriate couple in China 225
CASE COMMENTARIES
Bala Ramasamy, Professor of Economics, CEIBS 240
Bettina Ganghofer, Deputy General Manager, Shanghai Pudong
International Airport Cargo Terminal Co., Ltd (Lufthansa JV)
243
9 Foreign entrepreneurs: Chasing the China dream 247
Introduction 248
Case study: Personal reflections of three foreign entrepreneurs
in China 254
CASE COMMENTARIES
Dingkun Ge, Professor of Strategy & Entrepreneurship, CEIBS
274
Shaun Rein, Managing Director, China Market Research Group (CMR)
277
Index 283
Despre autor
Dr. Juan A. Fernandez is Professor of Management at CEIBS,
Shanghai, China. He earned his Ph D from IESE (Spain) in 1997. He is
frequently invited to give presentations on how to manage business
enterprises in China by leading multinationals and has recently
given presentations in China, South Korea, Japan, India, Europe and
the United States. His work has been published in Harvard Business
Review (Spain), Business Week-China, Organizational Dynamics,
Business Strategy Review, and the Asian Case Research Journal. He
was the co-author of China CEO: Voices of Experience published by
John Wiley & Sons in 2006. His third book, China’s State Owned
Enterprise Reforms: An Industrial and CEO Approach, was published
by Routledge in 2006.
Dr. Shengjun Liu is the Assistant Director of Case
Development Center of CEIBS. His research interest includes
corporate governance, human resource management, and emerging
Chinese multinationals. He first worked at Shenzhen Stock Exchange
before joining CEIBS (China Europe International Business School).
His publications have appeared in Asia Case Research Journal and
leading Chinese journals such as Harvard Business Review (China),
as well as in some widely read Chinese newspapers. He is also the
co-author of Selected Cases of CEIBS by China CITIC Press.
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