Shanghai Tang is a luxury brand that focuses on the Chinese style, fashion, accessories and home decor products. In fall 2008, amid growing global economic crisis, Raphael Ie Masne, executive chairman of Shanghai Tang, had to decide what to do with the newly vacant position of creative director. Is Shanghai Tang need to hire a new creative director in this uncertain economic times? Or he can take on the role of creative director himself? Also, Ie Masne had to deal with the balance of long-term tensions between business imperatives and creative aspirations of its designers. How he could more effectively manage employees who consider themselves artists? "Hide
by Roy J. William Chua, Robert G. Eccles Source: HBS Premier Case Collection 16 pages. Publication Date: August 3, 2009. Prod. #: 410018-PDF-ENG
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