Abstract
Management innovation is easy to be generalised but hard to learn. This is partly because this topic is too broad, but the main reason is that innovation, largely, is tacit. The purpose of this case is to put readers in the context of an emerging industry and practice making innovative decisions. Neoglory is a Chinese Jewellery manufacturer. Its products target a segment of the younger generation. In the 1990s, the industry in China was emerging. The company had to face future enormous competition and product imitation. How to manage future business dynamics, new entrants as well as its organisation? To address these challenges is a critical issue for Neoglory. Through this case study, participants are expected to understand the true meaning of innovation and, to some extent, learn how to produce and implement innovative ideas to help a firm achieve or sustain its leadership in an industry.