Publication: The rebranding of Srichand: Transforming a 70-year-old small and medium enterprise into a disruptive global player
Issued Date
2020-01-01
Resource Type
ISSN
19322062
19322054
19322054
Other identifier(s)
2-s2.0-85082338631
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Mahidol University
Rights Holder(s)
SCOPUS
Bibliographic Citation
Global Business and Organizational Excellence. (2020)
Suggested Citation
Sawitree Santipiriyapon, Kannika Leelapanyalert, Florian Kohlbacher The rebranding of Srichand: Transforming a 70-year-old small and medium enterprise into a disruptive global player. Global Business and Organizational Excellence. (2020). doi:10.1002/joe.22002 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/54502
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Title
The rebranding of Srichand: Transforming a 70-year-old small and medium enterprise into a disruptive global player
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Abstract
© 2020 Wiley Periodicals, Inc. How does a sunset business with no computers turn itself into a fast-growing global firm? For Srichand United Dispensary, a Thai cosmetics company, the answer was to update operations, expand distribution channels, foster a culture of employee engagement, and reposition a long-popular brand that consumers perceived as outdated, while introducing new products through professionally executed marketing campaigns. Spearheaded by the company's CEO, these efforts were built on assiduous research that leveraged the organization's networks to identify brand gaps and gather essential customer insights. The lessons that Srichand learned in becoming the leading cosmetics brand in Thailand offer guidance for any firm that seeks to respond to fluctuating market demands with speed and agility.