On September 9th, the China Case Sharing Center announced the elected list for the 15th "National Top 100 Management Cases" (hereinafter referred to as“Top 100 Cases”). Following a rigorous review process that included preliminary review, anonymous peer review, and conference review, 141 cases from 66 institutions were selected as the General Program, 43 cases from 31 institutions as the Micro-Case Program, and 23 cases from 17 institutions as the Western Region Special Program. The case study titled "Customer Success Management: B2B Marketing Strategy of ShanYin Technology's Food Printing Equipment", presided over by Assistant Professor Yan Chenfeng from the School of Management at Shandong University, was selected for the General Program.
The case study focused on the concept of Customer Success Management, a growing area within B2B marketing, and illustrated the B2B marketing process of the food printing equipment from Wuhan Shanyin Technology Co., Ltd. The core proposition of Customer Success Management is that suppliers should take “helping customers to achieve their goals”as their own goal. Through proactive engagement with customers, suppliers could enhance the customers' awareness of the value-in-use of suppliers' products or services. As an innovative company supplying domestic food printing equipment and consumables, Wuhan Shanyin Technology Co., Ltd. has faced challenges in both acquiring new customers and retaining existing ones due to the complexity of its products and the low maturity of the market in recent years. Against this background, the company introduced the marketing concept of Customer Success Management in 2022. By identifying, communicating, and enhancing customers' perception and realization of the value of food printing equipment, the company achieved a significant breakthrough in B2B marketing. The case focuses on describing the background, process, and outcomes of the company's implementation of Customer Success Management. It guides students to understand the fundamental principles, driving factors, implementation process, and evaluation methods of Customer Success Management, thereby fostering their ability to apply Customer Success Management theory in B2B marketing practice.
The “National Top 100 Management Cases”is hosted by the National MBA Education Steering Committee and organized by the China Management Case Sharing Center. Representing the highest honor in business management case studies in China, the award promotes the integration of management case studies into MBA education nationwide, advancing the development of management disciplines and the quality of MBA programs across China.
The School of Management, Shandong University, places great emphasis on the development of management case studies, encouraging faculty teams to participate in various case competitions. Going forward, the Case Center will organize a series of workshops, lectures by distinguished professors, and company visits to support faculty and students in case teaching and case development. The School looks forward to active participation from faculty and students, further advancing the case teaching and the management discipline.
Yan Chenfeng, Assistant Researcher in the Department of Marketing and International Business at the School of Management, Shandong University, holds a PhD in Business Administration from Huazhong University of Science and Technology and a PhD in Marketing from City University of Hong Kong. His main research areas include marketing technology, human-intelligence collaboration, and algorithmic compliance.
