关东元:本土变形记 成功的本土化来自有效沟通

春节前的一个下午,在邻近北京大望路的办公室里,巴西航空大中华区总裁关东元迎接着一拨又一拨访客,比平时更忙碌;即使是在谈话间歇,手机也并不清闲,时不时有过去的客户打来电话嘘寒问暖。接受《经理人》专访时,他有感而发:客户给我打电话,都是感谢的话,我们虽然没有业

Guan Dongyuan: Localization Transformation

Globalization is fashionable, but its essence is localization. You must understand operating mechanisms of Chinese market and characteristics of local markets.Guan Dongyuan, President of Embraer in Greater China, had tested these Chinese-style wisdom was right in eleven years. At the end of 2011, Embraer’s market penetration in China was unprecedented: it had sold 153 aircrafts, the market share of regional aviation was nearly 80%, and 22 business jets had been already sold even if the business jet was just in the initial stage.