Brand Management Vision and Corporate Culture: Vision and Corporate Culture

Author: Shih Chen-Yong
Publisher:
Publish Date: 2001-12-01
Features: This series is called "Leaders' Vision," consisting of 6 volumes and 12 chapters, primarily discussing how a business leader or someone aspiring to become one should think and act in the globalized era shaped by the knowledge economy. These 12 chapters were adapted from the author's lecture framework for 12 EMBA classes at his alma mater, National Chiao Tung University in Hsinchu, in the year 2000. When doing OBM (Original Brand Manufacturing), it's best not to touch old products but to seek niche products, as this is more likely to create a breakthrough. For Chinese enterprises to build global brands, it's not necessary to relocate their headquarters to the U.S. Instead, capturing the Asian market nearby can better leverage our strengths. However, using the U.S. image in corporate public relations remains very important. Excellent companies generally share some common corporate cultural principles. But these principles often change due to differences in business and industry or with the change of leadership. The premise for corporate culture to play a positive role is that the leader's behavior must align with it.