Marketing Management (English Version)

Author: Harvard
Publisher:
Publish Date: 2005-07-01
Features: Excerpts:
Preface
With the gradual maturation of MBA education, case teaching has become increasingly familiar to people. Many institutions, especially the first group of MBA pilot schools, have widely adopted the case teaching model. Case teaching and case writing have also become key initiatives emphasized and vigorously promoted by the National MBA Teaching Advisory Committee. To meet teaching needs, China Renmin University of Political Science and Law Press has reached an agreement with Harvard Business School Press to import and publish Harvard Business School cases. Ten courses have been selected for MBA teaching, including: Strategic Management, Human Resource Management, Marketing Management, Corporate Finance, Leadership, Organizational Behavior, Supply Chain Management, Technology and Operations Management, Financial Reporting and Control, and Business, Government, and International Economics. Both Chinese and English versions are being launched simultaneously. First, Harvard professors selected and recommended cases from among thousands of options, and then Chinese professors chose from the recommended case list. Further adjustments were made during the translation process, and the final cases were determined. For years, China Renmin University of Political Science and Law Press has been dedicated to building brands in management and economics books, especially as a market leader in higher education textbooks, we have always strived to provide more and better products for Chinese management teaching and practice. With the expansion of the Chinese MBA market, the increase and improvement in the number of students, and the maturation of the teaching faculty, we have found that the shortage and low quality of case teaching materials have become significant problems. Based on extensive market research, Harvard Business School cases have become our top choice for importing cases for MBA teaching. After all, Harvard University was the first to introduce MBA education, with its MBA program having nearly a century of history. Harvard cases sell 6 million copies annually, and their case teaching method is gradually being recognized and adopted by universities worldwide. As a university press committed to serving higher education, we deeply feel that the introduction of Harvard cases is of great significance for the advancement of management education theory and practice in China. In fact, we introduced and published a set of Harvard Business School cases in 2002, divided into Business Basics and Practical Application series, totaling 21 titles, which generated significant. However, due to constraints, the cases were not selected based on course settings, making them inconvenient for teachers to use in teaching. This led to the development of this set of cases specifically for MBA core courses. During the operation of these cases, we widely solicited opinions and suggestions from teachers and found that simply importing and publishing cases could not meet actual teaching needs. For many teachers, the challenge lies in how to teach Harvard cases effectively. At the same time, during the initial research and preparation, we also realized that the promotion of cases is no longer limited to traditional book promotion efforts but has evolved beyond the mere concept of publishing books into the promotion of teaching philosophies and methods. It requires us to provide more long-term follow-up services and transform traditional publishing models.
Just as we were planning to publish this set of casebooks, Harvard Business School launched its long-awaited PCMPCL Program on Case Method and Participant-Centered Learning training program. To support the PCMPCL project, Harvard Business School Press invited professors from 16 business schools in mainland China, Hong Kong, Taiwan, and Singapore to participate in case teaching training at Harvard Business School. The first training session was scheduled for August 2005, and a second session on case teaching and writing was also held in China in December of the same year. Additionally, China Renmin University of Political Science and Law Press will introduce supplementary materials such as teacher manuals and teaching videos to help teachers better utilize Harvard cases (due to licensing restrictions, these materials are only provided to teachers using these cases in teaching). After the cases are published, we will also provide teaching support to help Chinese teachers use the cases more effectively and conveniently.
The process of operating case publishing has been arduous, but the results have been rewarding and unforgettable. In our collaboration with Harvard Business School Press, we have repeatedly heard them sincerely discuss their mission: to improve management practice. Many people have worked hard during the case publishing process, and we thank Steven C. Wheelwright, Senior Vice Dean and Baker Fund Professor at Harvard Business School, for writing the preface to our casebooks. He played a decisive role in selecting the 10 courses for this series, and without his efforts, the publication of this book would not have been possible. We also thank Professors John Quelch, Michael Tushman, Debora Spar, Pankaj Ghemawat, David Hawkins, and David Up ton for their advice and guidance during the initial selection of cases. We thank the following individuals at Harvard Business School and Harvard Business School Press for their contributions to case selection: Paul Andrew s, Tim Cannon, Tad Dearden, Mike DeRocco, Pat Path away, Amy Iakovou, and Carol Swee t. We also thank Mr. Chen Xin Zhang, General Manager of the International Department at Harvard Business School Press, for the final publishing agreement and its execution, as well as for coordinating the entire process.
Finally, we extend our gratitude to all the professors who participated in the Chinese translation of the cases. Despite their heavy teaching loads, all professors completed the translation work on time and to high quality. We hope that the publication of this casebook and the subsequent training efforts will influence hundreds, thousands, or even tens of thousands of MBAs. We hope they will adopt a new perspective, adapt to the global trend, understand modern business management methods, and rationally embrace the concept of credit-based commerce, thereby driving greater development in China’s economy. We hope to guide Chinese management practice through our publications. If this goal is achieved, then the efforts made in this process will be worthwhile.
Thank you for choosing or showing interest in our casebooks. We greatly value any feedback you provide. Our contact information: 010-62510566 ext. 551 or 541; E-mail: rdcbsjg@crup.com.cn or visit: http://www.rdjg.com.cn.
China Renmin University of Political Science and Law Press
July 2005
Preface
"Developing influential leaders worldwide" is the mission of Harvard Business School. Harvard Business School was officially established in 1908. To fulfill this mission, Harvard Business School has implemented various programs that have impacted many different individuals. Harvard Business School is most famous for its MBA program, but we also pursue our mission through Executive Education Programs (including AMP programs and over 100 other training programs for professional managers) and through the publications of Harvard Business School Press. Our publications include Harvard Business Review, Harvard Business School books, online courses, and Harvard Business School case studies. Providing advice to outstanding institutions is also an important aspect of our mission. Over the past 60 years, Harvard Business School has not only provided teaching cases to institutions worldwide but has also helped them and their faculty improve their case teaching capabilities through various programs, including the International Teacher Program (ITP), the Case Method and Participant-Centered Learning Program (CPCL), and the Case Teaching and Participant-Centered Learning Program (PCMPCL). Among these, the PCMPCL program was launched in August 2005 with the goal of helping major business schools in mainland China, Hong Kong, Taiwan, and Singapore enhance their ability to skillfully apply case teaching and heuristic teaching in their MBA programs, executive education programs, and research oriented toward management practice.
Through years of practice, Harvard Business School has found that the application of case teaching typically progresses through three stages. The first stage involves using cases as examples or illustrations of concepts or principles in management classrooms. The second stage treats case studies as the primary learning method, relying on case discussions. The third stage sees professors applying their findings from case studies and course development extensively in teaching to better understand and convey decision-making processes. To fulfill our mission, Harvard Business School and Harvard Business School Press are delighted to collaborate with China Renmin University of Political Science and Law Press to help Chinese business schools and their faculty bridge the gap from the second stage to the third stage. Our efforts include: providing a 10-day PCMPCL training program for professors from mainland China, Hong Kong, Taiwan, and Singapore; publishing a set of casebooks edited for MBA core courses (both Chinese and English versions); organizing a series of follow-up training programs on case teaching and case writing; and establishing a case study service center for Chinese teachers.
The purpose of these efforts has two interconnected aspects, both closely tied to Harvard Business School’s mission. One purpose is to promote the improvement of global management education by helping educational institutions—just like those we have found in China—develop their own case teaching capabilities focused on management practice. The other purpose is to help these institutions cultivate teachers who can lead in their schools, enabling them to write new case studies and teaching materials that can be shared globally. Such case studies, which meet international standards while being relevant to China’s specific management practices, are urgently needed by Chinese management education institutions.
We are delighted that China Renmin University of Political Science and Law Press and many outstanding business schools in China have joined our team. We hope that the publication of Harvard casebooks in China will benefit educational institutions, teachers, and their future MBAs, helping them realize their dream of playing a significant role in the global economy.
Steven C. Wheelwright
Senior Vice Dean and Baker Fund Professor
Harvard Business School
June 2005