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Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition by Philip Kotler

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5. Build Your Inspiration, Culture and Institution

Li & Fung is one of a few companies that has always been capable of making innovations, reinventing itself and continuously dominating its industry. The company is known as an innovator in the development of supply-chain management. It has developed into an orchestrator of a loosely coupled, global supply-chain management for various consumer products—ranging from fashion accessories to luggage—that require labour-intensive manufacturing. Though not widely known outside its industry, Li & Fung has an annual turnover of US$2.1 billion and employs over 5,000 people worldwide.

How does the company do this? Founded in Canton in 1906 as a trading company selling porcelain and silk to overseas customers, ...

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