Publications
Publications
- November 2024
- HBS Case Collection
Innovation at Master Kong Beverages
By: David E. Bell and Shu Lin
Abstract
Hong-Chen Wei (HBS MBA 2014), Chairman of KSF Beverage Holding Co., Ltd. (KSFB), was steering the company toward the premium segment with the launch of “InheriTea,” a premium, sugar-free tea product. Traditionally, KSFB’s flagship brand, Master Kong, catered to the mass market, making this shift a significant challenge that demanded a substantial upgrade in the company’s innovation capabilities. Wei underscored the importance of fostering a sense of ownership within the team as they developed “InheriTea” and expressed a willingness to be patient regarding the project's eventual success. Yet, the true measure of this initiative lay not only in the product’s market performance but also in whether it could establish a sustainable framework for ongoing innovation within the company.
Keywords
Consumer Behavior; Trends; Behavior; Collaborative Innovation and Invention; Product Launch; Product Development; Segmentation; Organizational Culture; Product Positioning; Food and Beverage Industry; Consumer Products Industry; Retail Industry; Manufacturing Industry; Asia; China
Citation
Bell, David E., and Shu Lin. "Innovation at Master Kong Beverages." Harvard Business School Case 525-037, November 2024.