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Group02 - Shanghai Tang

The document outlines key success factors for Shanghai Tang, including its unique brand identity, creative collaboration, cultural authenticity, and the integration of innovation into operations. It also discusses challenges such as balancing creativity with commercial viability, designer-manager conflicts, and maintaining cultural representation while appealing to a global market. Recommendations for managing creativity include appointing a visionary creative director, encouraging cross-functional collaboration, and balancing artistic freedom with commercial discipline.

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Dinesh Sharma
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31 views7 pages

Group02 - Shanghai Tang

The document outlines key success factors for Shanghai Tang, including its unique brand identity, creative collaboration, cultural authenticity, and the integration of innovation into operations. It also discusses challenges such as balancing creativity with commercial viability, designer-manager conflicts, and maintaining cultural representation while appealing to a global market. Recommendations for managing creativity include appointing a visionary creative director, encouraging cross-functional collaboration, and balancing artistic freedom with commercial discipline.

Uploaded by

Dinesh Sharma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Decision Sheet on Managing Creativity at Shanghai Tang

Submitted to

Prof. Abrar Ali Saiyed

for the course

‘Technology, Innovation and Strategy’

By

Group 2

Name Roll no

Abhishek Tiwari 2023MBA159

Dinesh Kumar Sharma 2023MBA018

Ishita Kohli 2023MBA185

Janhvi Singh 2023MBA030

Kaushiki Kriti 2023MBA033

On

12th January 2025


Question 1 : Key Success Factors for Shanghai Tang and Their
Sources

1. Unique Brand Identity

Shanghai Tang's success lies in its ability to combine traditional Chinese


aesthetics with modern luxury fashion, creating a niche market that
appeals to global consumers seeking culturally inspired yet contemporary
designs.

The concept of differentiation, as discussed in managing innovation,


emphasizes that a strong, unique identity aligned with consumer
expectations is critical for market success.

2. Creative Collaboration

Management of creative professionals and a clear vision allow Shanghai


Tang to provide innovative products as required by its customers. The
case also illustrates how creative freedom and business goals are
balanced.

3. Cultural Authenticity
The authenticity of the Chinese heritage reflected in its designs has been
a strong appeal factor for Shanghai Tang, thereby supporting the value of
cultural alignment in brand positioning. Customers are attracted to brands
that reflect their roots but also fulfill contemporary tastes

4. Innovation and Execution Integration


Success factors also encompass the integration of innovation into core
operations of the company so that creativity is encouraged and brought to
market effectively. This aligns with broader insights that innovation thrives
in environments where dissent and diverse perspectives are welcome

Sources of These Success Factors


 Internal Organizational Culture: Open communication channels,
autonomy for professionals, and decentralized decision-making
processes.
 Market Positioning: Using cultural authenticity and a strong narrative
to differentiate itself from competitors
 Strategic Leadership: Effective leadership in the creative endeavor,
aligning creative efforts with business strategies, and ensuring that
the output is both innovative and commercially viable
Question 2 : Key tensions and challenges faced by Shanghai
Tang

1. Creativity vs. Commercial Viability

Problem: To balance the creative freedom of designers with the


commercial requirements and profitability.

How It Emerged: Designers have often compromised on commercial


viability in favor of innovation and cultural expression, while managers
have focused on marketability, budget, and production feasibility.

2. Designer-Manager Conflicts

Problem: Artistic vision of the creative team conflicts with the


requirement of managers for structured processes and results.

How It Emerged: Designers perceived managers as restrictive to their


creativity, and managers perceived designers as unfocused on
practicality and scalability.

3. Cultural Representation vs. Global Appeal

Challenge: Staying authentic to Chinese heritage while appealing to a


broader, global luxury market.

How It Emerged: The focus of Shanghai Tang on cultural themes


sometimes made it less appealing to diverse consumer bases and
restricted its ability to grow.

4. Experimentation and Risk Aversion

Problem: Managers were often risk-averse when it came to promoting


risky, innovative designs, for fear of failing or losing money.
How It Emerged: Classic business models promote minimal risk when
innovation requires the ability to fail or experiment.

5. Scalability vs. Exclusivity

Challenge: Expanding operations and reaching larger markets while


maintaining the exclusivity and luxury appeal of its products.

How It Arose: Scaling up production risked diluting the brand's luxury


image

Challenge Root Cause Potential Solution


Balancing creativity and Misalignment between Create cross-functional
strategy designers and managers review teams
Designer-manager conflicts Lack of shared goals and Introduce structured
communication barriers collaboration frameworks
Cultural representation vs. Focus on niche identity Incorporate global influences
global appeal without dilution
Risk aversion Fear of financial failure Encourage experimentation
with calculated risks
Scalability vs. exclusivity Overextension risks diluting Scale gradually while
luxury appeal maintaining exclusivity
Question 3: Advise for Raphael le Masne on managing creativity
at Shanghai Tang

1. Appoint a New Creative Director with Vision: It is crucial to find a


creative leader who can sustain the brand’s distinctive aesthetic while
also aligning with its commercial goals. The new leader should be
capable of fostering innovation without alienating either the design
team or the business executives.

2. Encourage Cross-Functional Collaboration: Raphael should create


a structure that facilitates better communication between designers
and business strategists. By fostering an environment where both sides
can openly share ideas and understand each other’s perspectives,
tensions can be reduced.

3. Strengthen Local Market Engagement: To address the brand’s


limited acceptance in local markets, Shanghai Tang should increase
efforts to resonate with local consumers. This could involve special
product lines or collaborations with local artists and designers to
enhance authenticity.

4. Maintain a Balance between Artistic Freedom and Commercial


Discipline: While profitability is essential, stifling creativity could
undermine Shanghai Tang’s core identity. Raphael should consider
adopting a portfolio approach—allowing certain product lines to be
more creatively driven while ensuring others remain profit-oriented.
*******

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