Top 50 Bestselling Case Authors 2022/23: No. 50

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No. 50 - Guoli Chen

Guoli’s top bestselling cases

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Reference no. 322-0009-1

In May 2021, SHEIN overtook Amazon as the most downloaded shopping app on the US iOS and Android app stores. During the 2020 pandemic, SHEIN achieved substantial sales growth and is now catching up with the fast-fashion giant Zara. This case first briefly discusses the apparel and fast-fashion industry and the creation of the fast-fashion model by Zara. Then it covers SHEIN's historical development and its 'fast-fashion 2.0' business model-using big data and algorithms to identify customers and their preferences. The case also discusses various perspectives of SHEIN's business operations: products and pricing, marketing and branding, and supply chain management. 

Reference no. 320-0217-1

The global mobile phone market is becoming saturated, especially in developed economies where phone makers are competing for market share in an increasingly 'red ocean'. In contrast, the African market for mobile phones has huge growth potential given a fast-expanding population and high proportion of young people, yet relatively low rate of mobile phone penetration. Transsion, a Shenzhen-based mobile phone manufacturer (that few Chinese have heard of), spotted a blue ocean opportunity and within a few years had become the 'mobile phone king of Africa'. The case describes its growth trajectory, competitors, challenges and future opportunities.

Reference no. 316-0371-1

As a result of fast-developing mobile technology, companies must deal with increasing business complexity in a high-velocity environment. The Uber vs Didi case illustrates a wide range of strategic issues that a company may face when creating a new business model, generating unprecedented value for customers, challenging traditional business and regulatory frameworks, and expanding into an emerging market to compete with local rivals.

Bestselling case author in...

50th - 2022/23

“I am deeply honoured to be recognised as one of The Case Centre's Top 50 Bestselling Case Authors. It fills me with immense gratification to know that these cases, primarily centred on Chinese companies, their competitive strategy, value innovation and global market entry, have garnered acceptance within the global teaching community. My heartfelt gratitude extends to my students and esteemed colleagues, whose unwavering support and encouragement inspire me to explore fresh perspectives and cultivate new ideas.

“A well-crafted case possesses the remarkable ability to ignite high levels of student engagement and active participation, fostering a vibrant learning environment where students exchange diverse viewpoints and glean insights from their peers. Personally, each case I've crafted and every class I’ve taught have been a valuable learning journey for me as well.”

~ Guoli Chen

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