Knorvay : a champion of the e-commerce era, part a: the rise to the top /
For six consecutive years, sales (by volume) of the Chinese wireless presenter producer Knorvay topped the charts on Taobao.com - the biggest e-commerce platform in China. This was thanks to the company's CEO Tiger Huang, along with his wife Cathy, and their visionary entrepreneurship and long-...
| Main Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
University of Zurich,
2022.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | For six consecutive years, sales (by volume) of the Chinese wireless presenter producer Knorvay topped the charts on Taobao.com - the biggest e-commerce platform in China. This was thanks to the company's CEO Tiger Huang, along with his wife Cathy, and their visionary entrepreneurship and long-term investment strategy focused on R&D and product quality. However, since 2018, Knorvay has faced a fierce competitor in their home market; a competitor who has overtaken Knorvay's leading position by targeting the lower end of the market with similar products priced more cheaply. CEO Tiger has had to come up with strategies to strengthen his company's competitive position.At the same time, Tiger is also facing the dilemma of whether to and how to set up Knorvay's presence in major overseas markets such as Europe and the USA despite the company's limited financial resources. Would Tiger find success in foreign markets on platforms such as Amazon by using the same business model as he did with Taobao in China?The Knorvay case, both parts A and B, provides a holistic overview of general managerial challenges on the road to entrepreneurial success. The case timeline covers a span of three years, describing Knorvay's rise to the top as well as being caught up to by competitors. The case is meant to encourage students to reflect on each of Tiger's strategic decisions and how those decisions shaped the Knorvay/Norwii company of today. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781529620573 1529620570 |