A Research on Li Ning’s Brand Innovation Strategy from the Perspective of Enterprise Life Cycle

Abstract

When an enterprise crosses a long-term development into mature stage, the organizational structure always tend to be rigid, the willingness to improve will decline, and other problems will also follow. How can we overcome the disease of large enterprises, and even avoid the crisis of decline? The answers given by researchers and managers are often related to organizational reform. Li Ning's development process may point out a new idea for the development of enterprises: brand innovation. Based on the theory of organizational life cycle, this paper will analyze the whole process of Li Ning's brand innovation to overcome the decline, in order to provide reference for other enterprises, especially those in the transitional stage.