Shanghai Tang: The First Global Chinese Luxury Brand Harvard Case Solution & Analysis

When he created Shanghai Tang in 1994, the Hong Kong businessman David Tang is designed for launching the first bona fide luxury brand in China. In the first few years, the bright, Tang cross-cultural style and relationships with celebrities working buzz around the brand. But the brand has managed to establish its main customer for its home market of Hong Kong, and the company has struggled to find its place among the successful, established international luxury brands. In 2005, under new management and revised creative direction, Shanghai Tang expanded into several regional markets around the world, with a particular focus in Asia. But was the company on track to become the first global Chinese brand luxury? "Hide
by Monica Park, Bennett Yim Source: University of Hong Kong, 12 pages. Publication Date: March 15, 2007. Prod. #: HKU650-PDF-ENG

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