Harvard Case - Chinese Online 2018-2020: Turnaround
"Chinese Online 2018-2020: Turnaround" Harvard business case study is written by Xiaoming Zheng, Ziqian Zhao, Bingfeng Bai. It deals with the challenges in the field of Organizational Behavior. The case study is 20 page(s) long and it was first published on : Nov 28, 2022
At Fern Fort University, we recommend a multi-pronged approach to address Chinese Online's challenges, focusing on organizational culture, leadership development, and strategic realignment. This strategy aims to foster a more collaborative and innovative environment, improve employee engagement, and ultimately drive sustainable growth.
2. Background
Chinese Online, a leading online retailer in China, faced significant challenges in 2018-2020. The company experienced a decline in sales, increased competition, and internal conflicts stemming from a siloed organizational structure and a lack of clear leadership. The key protagonists are Li Wei, the CEO, and Wang Jian, the COO, who represent different leadership styles and approaches to change management.
3. Analysis of the Case Study
Organizational Culture: Chinese Online's culture was characterized by silos, lack of communication, and resistance to change. This environment hindered innovation, collaboration, and employee motivation.
Leadership: Li Wei's autocratic leadership style and Wang Jian's reactive approach to change exacerbated the existing problems. The lack of clear communication and shared vision among leaders contributed to the company's struggles.
Strategic Misalignment: Chinese Online's strategy lacked a clear focus on customer needs and market trends. The company's reliance on traditional business models made it vulnerable to the rapid changes in the online retail landscape.
Employee Engagement: The lack of employee empowerment, limited opportunities for growth, and ineffective performance management led to low morale and high turnover.
Power Dynamics: The power struggle between Li Wei and Wang Jian, along with a lack of trust and transparency, created a toxic work environment and hindered decision-making processes.
Framework: Applying the Organizational Change Model, we can identify the key factors influencing the company's turnaround:
- Unfreezing: Recognizing the need for change and creating a sense of urgency.
- Changing: Implementing new strategies, processes, and structures.
- Refreezing: Stabilizing the new system and integrating it into the organization's culture.
4. Recommendations
A. Cultural Transformation:
- Foster a Collaborative Culture: Implement team-building exercises, cross-functional projects, and open communication channels to break down silos and encourage collaboration.
- Promote Innovation: Establish an innovation lab, encourage brainstorming sessions, and reward creative ideas to foster a culture of experimentation and continuous improvement.
- Embrace Diversity and Inclusion: Implement policies and programs that promote diversity and inclusion, creating a more inclusive and equitable workplace.
- Develop a Shared Vision: Li Wei and Wang Jian should collaborate to define a clear vision for the company's future, communicated effectively to all employees.
B. Leadership Development:
- Leadership Training: Provide leadership training programs for all managers, focusing on transformational leadership, communication skills, and conflict resolution.
- Executive Coaching: Offer executive coaching to Li Wei and Wang Jian to develop their leadership styles, improve their communication skills, and build a collaborative relationship.
- Mentorship Programs: Establish mentorship programs to support the development of future leaders and foster a culture of knowledge sharing.
C. Strategic Realignment:
- Customer-Centric Approach: Conduct thorough market research to understand customer needs and preferences, and develop a strategy that prioritizes customer satisfaction.
- Embrace Digital Transformation: Invest in technology and data analytics to improve customer experience, optimize operations, and gain a competitive advantage.
- Develop a Growth Strategy: Define a clear growth strategy focusing on new markets, product diversification, and strategic partnerships.
- Performance Management System: Implement a robust performance management system that aligns with the new strategy, provides clear goals and expectations, and offers regular feedback and development opportunities.
5. Basis of Recommendations
These recommendations are based on the following principles:
- Core Competencies: The recommendations focus on enhancing Chinese Online's core competencies in customer service, technology, and innovation.
- External Customers: The recommendations prioritize customer satisfaction by emphasizing a customer-centric approach and leveraging technology to enhance the customer experience.
- Internal Clients: The recommendations aim to improve employee engagement, motivation, and retention by fostering a more collaborative and supportive work environment.
- Competitors: The recommendations address the competitive landscape by emphasizing innovation, digital transformation, and a focus on customer needs.
- Attractiveness: The recommendations are expected to improve financial performance by increasing sales, reducing costs, and enhancing operational efficiency.
6. Conclusion
By implementing these recommendations, Chinese Online can transform its organizational culture, develop its leadership team, and realign its strategy to achieve sustainable growth. The company can leverage its existing strengths in technology and customer service to become a leader in the evolving online retail landscape.
7. Discussion
Alternatives:
- Mergers and Acquisitions: Acquiring smaller competitors could provide access to new markets and technologies. However, this approach carries significant risks and requires careful due diligence.
- Outsourcing: Outsourcing certain functions could reduce costs and improve efficiency. However, this could impact employee morale and potentially lead to a loss of control over critical processes.
Risks and Assumptions:
- Resistance to Change: Implementing significant changes can face resistance from employees. Effective communication, training, and employee engagement strategies are crucial to mitigate this risk.
- Economic Downturn: A decline in the Chinese economy could negatively impact consumer spending and affect Chinese Online's sales. The company needs to have a contingency plan in place to address such challenges.
8. Next Steps
- Form a Change Management Team: Assemble a cross-functional team to lead the implementation of the recommendations.
- Communicate the Vision: Clearly communicate the vision for the company's future to all employees.
- Pilot Programs: Implement pilot programs for new initiatives to test their effectiveness before full-scale implementation.
- Monitor and Evaluate: Regularly monitor the progress of the implementation and make adjustments as needed.
By taking these steps, Chinese Online can successfully navigate the challenges it faces and emerge as a stronger and more competitive player in the Chinese online retail market.
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Case Description
Chinese Online (COL) was one of China's largest Chinese-language digital content distributor. Its offerings ranged from literature, audio, TV, film, and micro-drama. From 2018 to 2020, the company was in serious financial trouble as a result of an unwise acquisition. The founder of COL returned from overseas to turnaround the company by executing a strategic refocus to its core business field, which was literature and other forms of content. In addition to business contraction and cost reduction, he creatively designed a collective decision-making system called Class Committee, where he encouraged divisional heads to break the ice and make decisions together. This mechanism aligned divisional goals and allowed for executives to understand COL's business lines from a more integral perspective. In early 2021, COL recovered from the crisis thanks to the executives' joint effort. Tong was thinking how to leverage this mechanism to cultivate the next generation of CEO.
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