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Reference no. IMD-7-1997-ZH
Simplified Chinese language
Published by:
IMD (2018)
Revision date:
12 pages
Data source:
Field research


This is a Simplified Chinese version. This case closely follows the rags-to-riches story of Zhu Quan and his path to build the Spice World empire in the highly competitive, low-barrier hot pot industry. A key part of the case is the examination of a unique corporate culture that utilizes a clear reward system, a unique on-boarding process and gamification. While this case highlights a special brand of Chinese grassroots entrepreneurship, it also provides a more generalized reflection on the resourcefulness, human relationship and flexibility that are more important than ever to succeed in China's competitive market.


Strategy; Corporate culture; Branding; Marketing; Gamification; On-boarding; Training; Reward system; Motivation


The events covered by this item took place in 1997 - 2017.

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