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Product cover image for New Oriental: A Model Exploration for Transforming Live Streaming

New Oriental: A Model Exploration for Transforming Live Streaming

Jie Li, Famei Shen, Ziyin Huang, Bingyan Shen, Danqi Li

Product #:W34018
Supplier:Ivey
Discipline:General Management
Setting:China, 2022
Details:Case (PDF) • 14 pages • 2024-01-31

Subjects:

Organizational changeOrganizational developmentManagement

Industries:

Education institutions

Geography:

AsiaChina
Your Price:$10.54

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As a leading education company in China, the New Oriental Education Technology Group is constantly responding to the challenges. In 2021, in response to the COVID-19 pandemic and China’s “double reduction’”policy, New Oriental was actively engaged in a strategic transformation, seeking new directions. Major actions include joining the live e-commerce track, partnering with farmers and rural enterprises, and selling agricultural products on e-commerce platforms. New Oriental has achieved remarkable results in 2022 by highlighting its unique approach to live e-commerce. However, the company is finding it hard to sustain its current success, so New Oriental needs to determine its future directions.

Learning Objectives

After working through the case and assignment questions, students will be able to do the following:
  • Understand how education and training companies are seeking to innovate and transform themselves when the business environment is changing.
  • Analyze the reasons for New Oriental’s transformation, with the transformed business model and transformation’s advantages and disadvantages.
  • Understand strategic transformation, organizational change, live e-commerce, and models and theories such as the political, economic, socio-cultural, and technological (PEST) framework, enterprise transformation cycle (ETC), and strengths, weaknesses, opportunities, and threats (SWOT).
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Case Study: New Oriental: A Model Exploration for Transforming Live Streaming (English version) | Ivey Publishing