What is it about?
At AIA Hong Kong, Cherie Chu leads a team of financial planners striving for a foothold in the high-net-worth insurance market. Despite a decade of work, progress has stalled. Facing intensifying competition and rapidly shifting client purchasing priorities, Cherie must reconsider her hands-off, laissez-faire style. The case challenges students to evaluate how a tailored blend of leadership styles, accounting for varied member capabilities and complex market dynamics, can enable effective change.
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Why is it important?
The case immerses students in a real-world leadership dilemma within a rapidly evolving, highly competitive industry. By analyzing shifting market segments, team dynamics and leadership styles, students develop critical skills in adaptive, evidence-based decision-making essential for leading team change in complex business environments.
Perspectives
This case addresses challenges I frequently observe among industry professionals and within my teaching practice. Many teams struggle to adapt leadership styles to rapidly changing market demands and diverse team capabilities. This case vividly captures those struggles and is therefore a compelling tool for provoking critical reflection and fostering deeper understanding of leadership in action.
Hoi Man Brandon Ng
Hong Kong Baptist University
Read the Original
This page is a summary of: Shifting market segments: shifting leadership styles, The CASE Journal, February 2026, Emerald,
DOI: 10.1108/tcj-09-2025-0308.
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