Case Study

Spice World: Cultivating a unique culture

15 pages
November 2018
Reference: IMD-7-1997

This case closely follows the rags-to-riches story of Zhu Quan and his path to build the Spice World empire in the highly competitive, low-barrier hot pot industry. A key part of the case is the examination of a unique corporate culture that utilizes a clear reward system, a unique on-boarding process and gamification. While this case highlights a special brand of Chinese grassroots entrepreneurship, it also provides a more generalized reflection on the resourcefulness, human relationship and flexibility that are more important than ever to succeed in China’s competitive market.

Learning Objective
  • Analyze the methods Spice World utilizes to create a unique corporate culture, and how these elements reinforce each other.
  • Paint a portrait of a Chinese entrepreneur and highlight key elements of success.
  • Understand the various roles systems and processes play in guaranteeing quality in Spice World’s business.
Corporate Culture, Branding, Gamification, On-boarding, Training, Reward System, Motivation
Asia, China
Travel and Leisure, Hotels and Restaurants
1997 - 2017
Field Research
© 2018
Available Languages
English, Chinese
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