Sinyi Real Estate in Taiwan

Sinyi Group was founded in 1981. By closely following its Confucian ethics and “people-centered” service philosophy, it established an excellent corporate image and became one of the most successful real estate agent companies in Taiwan and Mainland China. However, with the expansion of the company and intensified market competition, the management philosophy, which had contributed much to Sinyi’s success, became a limiting factor in the pace of globalization. In 2008, Mr. Chun-chi Chou, the founder of Sinyi, was contemplating solutions to Sinyi’s problem: How could it maintain its corporate philosophy among staff? Should Sinyi tailor its unique business models to suit aggressive expansion? This case aims to evoke discussion on the dilemma of preserving corporate management philosophy while sustaining competitiveness in globalization strategy. This case can be used at MBA and EMBA levels as well as executive education classes under cultural and globalization topics.