Consumer China

Pass marks for New Oriental

  • Published 19 Mar 2009

Over the long term, English language test-prep network New Oriental is the most downturn-resistant company in China's fiercely competitive for-profit educational services sector.

In a sense, New Oriental’s business strategy is hydraulic – it uses the pressures created by constricted flows. It knows where to find the bottlenecks that separate huge pools of educational aspirants from small streams of opportunity, and it positions itself at these points in the system – where pressure on students is greatest.

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