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首页> 外文期刊>Global business and organizational excellence >The rebranding of Srichand: Transforming a 70-year-old small and medium enterprise into a disruptive global player
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The rebranding of Srichand: Transforming a 70-year-old small and medium enterprise into a disruptive global player

机译：Srichand的重塑成员：将70岁的中小企业转变为破坏性的全球运动员

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摘要

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channels, foster a culture of employee engagement, and reposition a long‐popular brand that consumers perceived as outdated, while introducing new products through professionally executed marketing campaigns.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.
机译：与没有电脑的日落业务如何变成快速增长的全球公司？对于泰国化妆品公司的Srichand United Supperensary，答案是更新运营，扩大分销渠道，培养员工参与文化，并重新定位消费者被认为过时的长期品牌，同时通过专业执行的营销活动引入新产品。 。这些公司的首席执行官刺激了这些努力，建立在贫困的研究中，利用该组织的网络来识别品牌差距并收集基本的客户见解。 Srichand在泰国成为领先的化妆品品牌时所了解的课程为任何旨在满足波动的市场需求，速度和敏捷性的公司提供指导。

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