Brand Management. Vision and Corporate Culture

Author: Shih Chen-Yong
Publisher:
Publish Date: 2001-12-01
Features: This series is titled "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 teaching framework during his 12th EMBA course at his alma mater, National Chiao Tung University in Hsinchu. When doing OBM, 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 United States; instead, capturing the Asian market nearby can better leverage our strengths. However, it remains very important to utilize the image of the United States in corporate public relations. Excellent companies generally share some common corporate cultural principles. However, these principles often change due to differences in business and industry or shifts in leadership. The premise for corporate culture to play a positive role is that the leader's behavior must align with it.