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专注中欧企业跨文化管理培训
中国：知者行之始
企业跨文化指南 (法语版)
作者 陈瑶，出版日期 2024年12月
在全球化不断加深的今天，理解文化差异已成为国际商务成功的关键因素。我的新书《中国：知者行之始》是一部简明实用的指南，深入解析中国的商业文化，并重点阐释五大核心文化特征：个人与集体、人情关系、等级观念、整体思维以及中国式的务实精神。
本书凝聚了我十余年的培训与咨询经验，辅以大量真实案例，旨在帮助职场人士在跨文化环境中更加理性、智慧且富有尊重地应对挑战。作为一名中国人，我能够提供独特而务实的视角，使复杂的跨文化课题变得更清晰、更易掌握。
欢迎探索《中国：知者行之始》，让它为您开拓与中国开展职业合作的新思路！
我们其它学术作品 ...
书籍章落 : Danone - Dumex in China : The First Drink of Milk, Market Entry in China (EN)
by Yao GRENOT and Li HUA, 2016, Springer Edition
On September 16, 2013, CCTV aired a 20-minute report accusing Danone’s Dumex brand of bribing hospital staff to promote its infant formula, adding to a string of setbacks for the French food giant that year. Although Danone had entered China as early as 1987, its real push into infant formula came in 2007 with the acquisition of Dumex, which quickly made China its largest baby nutrition market. Attracted by high demand, strong margins, and consumer preference for foreign brands, China initially looked like a golden opportunity. However, shifting regulations and government support for domestic firms have since reshaped the market, while the scandal dealt a heavy blow to Dumex’s sales. Faced with this challenging environment, Danone realized it could no longer rely solely on Dumex and needed to rethink its strategy in China.
For more information about this publication, click on : https://research.em-lyon.com/esploro/outputs/bookChapter/DanoneDumex-in-China-The-First-Drink/9917630309453)
商业案例 : Candia - Selling milk to Chinese (EN)
by Yao GRENOT, CCMP, 2021
Being approached by a Chinese trading company at the SIRHA exhibition, Candia, the famous French drinking milk brand decided to enter China. However, this most fast-growing dairy market worldwide turned out to be far more complicated than expected. What are the local consumers’ behaviors and expectations? How to work efficiently with the Chinese partner? How to cope with the changing regulatory environment in China? Which product to launch? And which distribution channels to cover? There were many questions that Candia needed to answer to succeed in selling its milk to Chinese. This case is developed based on a true story. It reflects in a very realistic way the challenges faced by a European company when expanding business in China.
For more information about this publication, click on : https://www.ccmp.fr/collection-ccmp/cas-candia-selling-milk-to-chinese)
商业案例 : The Road of Milk - Building sustainable business growth for a commodity product (EN)
by Yao GRENOT, CCMP, 2021
Belonging to Sodiaal, the biggest French dairy cooperative, Candia was one of the first marketed liquid milk brands in the world. Its leading position however has been greatly challenged in last decades. Profound changes have occurred in consumption trends in Western Europe. Price competition is fierce, especially after the European quotas were demolished. Candia is facing a strategic turning point. What does the brand need to do to revive? How to keep up with the changing trends and a new environment? And finally, how to market and bring added value to a commodity product such as milk? This case study intends to raise awareness amongst students regarding the marketing strategy needed by a mature “cash-cow” brand. It offers also opportunities to look at the challenges faced today by the business model of agricultural cooperative, which is not a very common topic, but its importance deserves our attention.
For more information about this publication, click on : https://www.ccmp.fr/collection-ccmp/cas-candia-the-road-milk-building-sustainable-business-growth-for-a-commodity-product)
商业案例 : Porcher Industries : La transformation dans la crise du COVID (FR)
by Yao GRENOT et Pierre TRUCHOT, CCMP, 2023
Le groupe Porcher Industries est le premier fabricant mondial de textiles techniques et de matériaux composites. Basé en Isère dans le centre de la France, le groupe a également implanté des usines en Chine, aux Etats-Unis et au Brésil. Depuis l’apparition du Covid, le groupe a dû faire face à une crise sans précédent : les commandes ont chuté de façon spectaculaire et les usines ont été menacées de fermeture. Mais cette crise a également permis au groupe de tester son adaptabilité en se lançant dans la fabrication des masques en tissue. Quels sont les défis rencontrés par l’industriel français ? Comment a-t-il réussi à gérer cette transformation difficile ? Pourrait-il poursuivre la même stratégie dans d’autres pays du monde ? Et enfin, est-ce que cette expérience va permettre à Porcher Industries d’entrer dans le secteur du textile médical à long-terme, qui est prometteur mais très réglementé et compliqué ?
For more information about this publication, click on : https://www.ccmp.fr/collection-ccmp/cas-porcher-industries-une-transformation-difficile-dans-la-crise-du-covid)
商业案例 : Porcher Industries : A difficult transformation in the Covid crisis (EN)
by Yao GRENOT et Pierre TRUCHOT, CCMP, 2023
Porcher Industries group is the world’s leading technical textile and composite materials manufacturer. Based in Isère in Central France, the group has also established factories in China, the Unites-States, and Brazil. Since the outbreak of Covid, the group has faced an unprecedented crisis as orders dropped dramatically and factories were threatened to be shut down. But this crisis has also allowed the group to test its adaptability by starting to manufacture tissue masks. What challenges did the French manufacturer face? How did it manage this difficult transformation? Could it pursue the same strategy in other countries as in France? And finally, will this experience allow Porcher Industries to enter the long-term medical textile sector, which is promising but highly regulated and complicated?
For more information about this publication, click on : https://www.ccmp.fr/collection-ccmp/cas-porcher-industries-a-difficult-transformation-in-the-covid-crisis