The rebranding of Srichand: Transforming a 70-year-old small and medium enterprise into a disruptive global player

Sawitree Santipiriyapon; Kannika Leelapanyalert; Florian Kohlbacher

doi:10.1002/joe.22002

The rebranding of Srichand: Transforming a 70-year-old small and medium enterprise into a disruptive global player

Sawitree Santipiriyapon, Kannika Leelapanyalert, Florian Kohlbacher

Research output: Contribution to journal › Article › peer-review

3 Citations (Scopus)

Abstract

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channels, foster a culture of employee engagement, and reposition a long-popular brand that consumers perceived as outdated, while introducing new products through professionally executed marketing campaigns.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.

Original language	English
Pages (from-to)	6-14
Number of pages	9
Journal	Global Business and Organizational Excellence
Volume	39
Issue number	4
DOIs	https://doi.org/10.1002/joe.22002
Publication status	Published - 1 May 2020
Externally published	Yes

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10.1002/joe.22002

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The rebranding of Srichand: Transforming a 70-year-old small and medium enterprise into a disruptive global player

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