2020
DOI: 10.1002/joe.22002
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The rebranding of Srichand: Transforming a 70‐year‐old small and medium enterprise into a disruptive global player

Abstract: 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channels, foster a culture of employee engagement, and reposition a long-popular brand that consumers perceived as outdated, while introducing new products through professionally executed marketing campaigns.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 o… Show more

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Cited by 4 publications
(4 citation statements)
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“…The consequences of globalization and intense rivalry have forced companies to concentrate their efforts on integrating the entire supply chain (end‐to‐end) rather than on the efficiency and effectiveness of distinct business operations in their locations. Companies in both developed and developing countries are attempting to incorporate more into their manufacturing practices, such as procurement, production, and distribution processes (Georgise et al., 2014; Santipiriyapon et al., 2020).…”
Section: Resultsmentioning
confidence: 99%
“…The consequences of globalization and intense rivalry have forced companies to concentrate their efforts on integrating the entire supply chain (end‐to‐end) rather than on the efficiency and effectiveness of distinct business operations in their locations. Companies in both developed and developing countries are attempting to incorporate more into their manufacturing practices, such as procurement, production, and distribution processes (Georgise et al., 2014; Santipiriyapon et al., 2020).…”
Section: Resultsmentioning
confidence: 99%
“…The discovery of new opportunities will stimulate creative ideas for developing new products. However, sensing capability in every organization differs; therefore, organizational leaders must encourage their members to be more observant and active in listening and asking questions (Santipiriyapon et al, 2020). Learning capability, another aspect of DC, is implemented by processing information into new knowledge to build products and services.…”
Section: Discussionmentioning
confidence: 99%
“…Warner & Wäger (2019) highlighted DBMI as a source to achieve business competitiveness through lens of the dynamic capabilities. To become a global player, organizations need to reconfigure their business processes, distribution channels and value propositions, determine brand gaps, and quickly respond to volatile demands (Santipiriyapon et al., 2020).…”
Section: Literature Reviewmentioning
confidence: 99%