Anderson is the William L. Ford Professor of Marketing and Wholesale. He also has co-authored the book, Business Market Management:. View more from the. When managers construct a customer value proposition, they often simply list all the benefits their offering might deliver. Drawing on the best practices of a handful of suppliers in business markets, the authors. Anderson is the William L. Ford Professor of Marketing and Wholesale.
Soon after being named regional managing partner for Ernst & Yong (EY) China in September 2009, Albert Ng reflects on the enormity of challenges facing EY China. Despite EY Global's commitment to the China practice, EY China’s growth agenda has been reversed, post global financial crisis.
The smallest of the Big Four global accounting firms in China, EY China’s reputation has weakened in the market, morale of its professionals has plummeted, and it faces the threat of a major lawsuit. Ng is musing how to address all these challenges confronting EY China.
The case outlines how regional managing partner (RMP) Albert Ng steered Ernst & Young (EY) China through a period of significant growth from 2009, when it was the smallest of the Big Four firms in China, to 2017, by when it had become the second largest firm. Partners worldwide felt a sense of shared achievement, since EY Global had come together with China leadership to invest in building a strong China practice that was integral to all of EY. But Ng was not resting content. He believed that EY China was at a critical juncture.
Chinese economic growth, which had partially fueled EY China’s dramatic rise, was slowing down, just as competition was intensifying. Was EY China prepared to face the challenges that lay ahead?