Marketing MBA Curriculum New Reading

Author: Guo Keshua
Publisher:
Publish Date: 2003-01-01
Features: Overall, the book's features lie in: , striving to deeply understand the company's new developments and grasp the current focus of Chinese enterprises. For example, to write the case study of Quanjude, we contacted Xing Ying, the Deputy General Manager, and Wang Bin from the Management Department multiple times, from whom we obtained a lot of firsthand materials; when writing the cases of chain stores and express delivery, I conducted relatively detailed investigations on Shanghai's circulation industry and Beijing's express market; when writing the case of Shihua, I personally witnessed how a $1 million transaction was completed in just over two hours. Second, I extensively reviewed relevant reports from domestic and international core newspapers, magazines, and websites, drawing on diverse sources. Obviously, to conduct in-depth investigations for each case study is beyond my personal capacity. Therefore, I conducted a large amount of reading and research on various comments and reports related to the cases, including the companies' own first-person accounts. In the case studies, all citations are clearly marked to respect each respective viewpoint. Third, strict quality control is maintained. Striving for excellence, the book ensures the accuracy of the text and the uniformity of the format. Although the book consists of case studies, a significant portion of the content includes original perspectives and arguments. This targeted analysis based on the actual situation of the enterprises helps to elevate people's understanding and deeply explore the essence behind the corporate case studies. Case studies originated in American business management education and have a history of over a century. Of course, strictly speaking, legal case studies originated even earlier. Currently, case teaching is becoming increasingly popular in Chinese universities and is gaining recognition from the business community. However, in China, both case writing and case studies are still in their infancy.