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In November 2021, Jianye Group's "Commercial Exploration of the Inheritance of Intangible Cultural Heritage in Henan Jianye Canteen" was officially included by the Management Case Study Center of Peking University.
A few days ago, Wang Xiangbing, general manager of Jianye Canteen and vice president of Henan Catering and Accommodation Industry Association, told the story of the beginning and end of Jianye Canteen being included in the management case of Peking University.
In June 2020, The Guanghua School of Management of Peking University and Jianye jointly carried out the MBA integration practice activities. During the survey, Jianye's awareness and practice of social responsibility left a deep impression on the teachers and students of Peking University Guanghua, especially the "Jianye Canteen" model of promoting the protection of intangible cultural heritage in the Central Plains through mature commercial means, which is of great significance for understanding the strategic social responsibility practice of Chinese enterprises (see the previous article "A Brief History of Jianye Canteen").
In order to be able to deeply understand the decision-making and implementation process of "Jianye Canteen" of Jianye Group, Guanghua School of Management of Peking University set up a research team to conduct in-depth research on "Jianye Canteen" through literature research and interviews, and finally formed this business case of "Commercial Exploration of Intangible Cultural Heritage Inheritance of Henan Jianye Canteen" for the reference of Guanghua and other business education institutions.
"At that time, the inspection team conducted an in-depth investigation around the Jianye canteen in the province for nearly a week, and I accompanied me throughout the process." Wang Xiangbing said. In the whole inspection process, the positioning of Jianye Canteen as a carrier of traditional culture rather than a simple catering enterprise is clearly visible, and it undertakes the mission of the survival of intangible cultural heritage skills in commercial operations, making Jianye Canteen a unique IP in Henan and even the whole country.
Wang Xiangbing briefly described the origin and development process of Jianye Canteen, as well as the hardships and difficulties along the way. "The pattern and sense of mission are gradually cultivated in the process of doing things, and without a heart to benefit others, it will not come to this step." Wang Xiangbing said.
The summary of the case document summarizes the Jianye Canteen: "Under the guiding ideology of 'excavation, protection, inheritance and everbright' of the traditional culture of the Central Plains put forward by Chairman Hu Baosen, the Jianye Canteen Project actively fulfills its social responsibilities, invests manpower, financial resources and other resources to collect many traditional famous snacks in the Central Plains, protects the traditional food culture and intangible cultural heritage of many 18 cities in Henan, and some traditional crafts that lack economic benefits are reborn in the Jianye Canteen." ”
The Management Case Study Center of Peking University believes that the practice and case of "Jianye Canteen" will surely inspire Chinese enterprises to further think and explore how to closely integrate enterprise development with social responsibility and contribute to the realization of the lofty goal of business for good.