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Published by:
Stanford Business School (2008)
20 November 2008
13 pages
Data source:
Field research


China Telecom was a major provider of telecommunication services in China. It was organized into three layers - Corporate HQ, Provincial companies, and city branches. Zhejiang Corporation, one of China Telecom''s 31 provincial companies, adopted enterprise software to combat rising competition from wireless providers to its fixed line phone services. This case explores how Zhejiang Corp centralized its database and key transactions to analyze data, create semi-customized promotions, and reach out into non-telephone services. Then, in May 2008, the Chinese government restructured the telecommunications industry, turning China Telecom into a national carrier and removing previous restrictions on its ability to provide mobile phone services. Now that China Telecom could offer full-blown mobile service, it had to develop a new strategy to market its portfolio of products.


Telecommunications; Wireless technologies; Supply chain management; Marketing; IT infrastructure; Customization; Customer retention

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