Sinyi Real Estate in Taiwan

Terence Tsai (First Author), Shubo Liu (Participant Author), Boxun Zheng (Participant Author)

Research output: Other contributionCase Studies


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.
Original languageEnglish
Number of pages25
Publication statusPublished - 1 Jan 2009

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Published by

China Europe International Business School


  • Confucianism
  • Corperate Culture
  • Corporate Growth
  • Differentiation Strategy
  • Real Estate Agent

Case studies discipline

  • General Management
  • Strategy

Case studies industry

  • Real Estate and Rental and Leasing


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