Nuoda Medical Appliances and the Entrepreneurial Leadership of Hongyu Su

Shenghui Ma; Yangbo Chen

Product #:FDC-25028-2X-CE_P

Supplier:School of Management at Fudan University

Discipline:Entrepreneurship

Setting:China, 2025

Details:Case (PDF) • 15 pages • 2025-07-11 (Rev: 2025-07-11)

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Under founder Hongyu Su's leadership, Noda Medical Appliances underwent two major transformations, first expanding into medical cold‑chain logistics and then into medical device manufacturing and R&D. It evolved from a device distributor into a technology‑driven company with annual profits exceeding RMB 50 million. As the company scaled and its R&D deepened, her entrepreneurial leadership also evol

Learning Objectives

This case applies to courses related to strategic management, leadership, entrepreneurship management, etc., in undergraduate, MBA, EMBA, and corporate executive education. Teachers may selectively use this case and the provided reference questions based on the course content. The following are the specific teaching objectives: 1. By analyzing Hongyu Su’s entrepreneurial motivation and its impact on the growth path of Nuoda, it helps students understand how entrepreneurial motivation affects the establishment, development, and transformation of a new venture, explore how to identify, utilize, and adjust entrepreneurial opportunities, and explore the role of founder leadership in the growth of entrepreneurial enterprises. 2 By exploring Hongyu Su’s leadership style and its adaptability at different stages of business development, including the analysis of leadership development, talent management, team management, etc., it helps students understand how the founder’s leadership style affects the entrepral opportunity development, team recruitment process, and strategic transformation process of new ventures. 3 By analyzing Nuoda’s market and transformation decision-making process, it helps students understand how to identify new growth opportunities and the need for strategic transformation, as well as how to evaluate the advantages and disadvantages of different transformation options. Students will learn how to develop strategies based on market trends and the company’s own conditions, and evaluate the results of transformation decisions, including the basis for decision-making, execution strategies, and performance evaluations. Through this process, students will be able to understand how to identify opportunities, formulate strategies, and lead a successful business transformation in an actual business environment. Overall, through these teaching objectives, this case aims to develop students’ comprehensive capabilities in entrepreneurial management, leadership, and strategic transform

Nuoda Medical Appliances and the Entrepreneurial Leadership of Hongyu Su

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Learning Objectives