Joysun was established as a state-owned enterprise in the Shanghai Waigaoqiao Free Trade Zone in China in 1995. Thanks to the powerful direction of its general manager and to the monopolistic nature of the Chinese import and export industry in the mid-1990s, the company had grown rapidly from a shop with five employees in its early days to a leading player in the logistics sector by the end of 2012. Nevertheless, Joysun's journey had been rocky due to the rapid and deep transformation of the Chinese economy over the 17 years of the existence of the company.
Joysun at the Crossroads Case Study Solution
By the end of 2012, the company had several projects underway to consolidate its market position. However, the management team felt that more initiatives should be undertaken by it in order to keep up Joysun's direction with time. More specifically, the general manager wondered whether Joysun should enter the cold chain segment of the logistics sector. Considering the nation- and industry-level circumstance, what was the tactical relevance and operational feasibility of Joysun entering this new segment? William Wei is associated with Grant MacEwan College.
PUBLICATION DATE: June 14, 2013 PRODUCT #: W13237-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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