Shanghai Tang Business Culture

INTERCULTURAL MANAGEMENT GROUP C

“We would like to be like Armani is for the Italians, to be the futureAmbassadors of Chinese culture, as Shanghai Tang gains strength.”

Raphael le Masne de Chermont

| LEADERSHIP OF DAVID TANG

| DIFFERENCES IN THE LEADERSHIP STYLE

| TANG’S MARKETING STRATEGY

| CHALLENGES IN REDESIGNING SHANGHAI TANG

INTERCULTURAL MANAGEMENT

| LEADERSHIP OF DAVID TANG

AUTOCRATIC LEADERwith narcissistic elements

"The aim is to glorify China, to bring its traditions the recognition they deserve," he says with a gesture that sends cigar ash flying. "I want to create an empire."

| engages attention and power

| egotistic need for power and admiration

| flamboyant personality

| high on aspirations

| cultural oriented

| LEADERSHIP OF DAVID TANG

Personality

Culture

Human Nature

| Entrepreneurship| University Professor

| Chinese Culture

| Anglo-Saxons Culture

| Born in a rich family

INFLUENCES

| LEADERSHIP OF DAVID TANG

Personality

Culture

Human Nature

| DIFFERENCES IN THE LEADERSHIP STYLE

DEMOCRATIC LEADER

| favors decision-making by the group

| modern and visionary approach

| integration of various cultures into the management

Personality

Culture

Human Nature

| Adaptive towards other opinions

| Worked in French luxury companies

| French Culture

| DIFFERENCES IN THE LEADERSHIP STYLE

Personality

Culture

Human Nature

| TANG’S MARKETING STRATEGY

CULTURALDOMINANCE

CULTURALCOMPROMISE

CULTURALAVOIDANCE

CULTURAL SYNERGY

CULTURALACCOMODATION

My culture’s way

Their culture’s way

BRING CHINA TO THE WORLD

| TANG’S MARKETING STRATEGY

MADE IN CHIN

A

MADE BY CHINESE

CHANGE AT IMPLICIT LEVELS

CREATING A BRAND THAT INHERITS

BEAUTY OF CHINA

CULTURE OF CHINA

| LACK OF EXCLUSIVITY

| OBSESSION WITH UNITED STATES

| IGNORANCE OF CULTURAL DIFFERENCES BETWEEN CHINA AND U.S.

| STEREOTYPE PRODUCTS ONLY APPEALING TO TOURISTS

| ALIENATING POTENTIAL ASIAN CUSTOMERS

| NON FEASIBILITY OF ASPIRATIONS

| CHALLENGES IN REDESIGNING SHANGHAI TANG

WHAT DID GO WRONG

| CHALLENGES IN REDESIGNING SHANGHAI TANG

| Entering new markets

| Gaining acceptance of wealthy non-Chinese customers

| Regaining the market share in China

CHALLENGES

| CHALLENGES IN REDESIGNING SHANGHAI TANG

| Regaining the market share in China

CHALLENGES

CHINA ON ITS WAY....

COLLECTIVISTIC INDIVIDUALISTIC

OPEN TO OTHER CULTURES

CLOSED CULTURE

| CHALLENGES IN REDESIGNING SHANGHAI TANG

| Collaborating with top fashion designers

| Combining Chinese culture with European designs

| Start lines of products more affordable

| A new clothing niche, with wedding gowns

| High profile collaboration with celebrities

| Opening stores in new locations outside China

REMEDIES

| CHALLENGES IN REDESIGNING SHANGHAI TANG

| Digital on-line campaign “City Chic”

| Launch of a new music collection

| Shanghai Tang cafes, providing fine dining experience

| Home decoration service

| Formulation of ‘Mandarin Color” society

POTENTIAL FUTURE

THANK YOU