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Xiaoxiandun E-Commerce Co., Ltd: Strategic Innovation
內容大綱
In April 2020, the chief executive officer of Xiaoxiandun E-Commerce Co. (Xiaoxiandun), faced a tough choice. Founded in 2014 in Beijing, China, Xiaoxiandun focused on birds’ nests—an extremely popular traditional Chinese tonic product—and advocated the benefits of nourishing Chinese medicine. Low-temperature technology and timely delivery helped consumers to nourish the bird's nest on time and in standardized amounts. The "Expert of Fresh Stewed Bird's Nest" strategy during 2017-2019 helped Xiaoxiandun surpass the original leader in the bird's nest industry and became number one in sales on Tmall Double Eleven in 2019. In the same year, the leader regarded Xiaoxiandun as the main competitor, and adopted similar fresh stew technology. Faced with this challenge, how should Miao move forward: adhere to the "expert" strategy, diversify and expand, or make strategic changes to become a leader?
學習目標
This case is suitable for use in both undergraduate- and graduate-level courses on strategic management and innovation management. It can be used to illustrate and discuss how latecomers to a competitive market that lacks innovation can reshape the industry ecology through strategic innovation and thereby achieve rapid development to shape a new brand. After working through the case and assignment questions, students will be able to<ul><li>understand and define strategic innovation;</li><li>identify different factors involved in the implementation of strategic innovation;</li><li>analyze the process through which the company could successfully implement strategic innovation; and</li><li>recognize the fact that strategic innovation is not to be done once and for all, but continuously adjusted.</li></ul>