Kingdee International Software Group Company Limited: Business Model Transformation from Software-based Product Assembly to Knowledge-based Service Integration

Kingdee International Software Group was founded in 1993. In 2011, it was listed on the Hong Kong Stock Exchange. At the time, the Kingdee Group had 9,700 employees, three software parks in mainland China, and four development centers in Shenzhen, Shanghai, Beijing and Singapore. This case demonstrates the corporate growth, strategic transformation and business model innovation of the Kingdee Group. More importantly, it analyzes the company’s 2011 transformation from a software developer into an IT integration services provider, product portfolio strategy and new product strategy at the business level, “parallel growth” and “cloud” strategies at the company level, and “platform integration” and “Chinese management model” at the industry level. This case provides the basis for the analysis of enterprise strategic and business model innovation.