Written by Masataka Nedachi

Students from the 114-1 Organizational Behavior class participated in their annual tradition of visiting Ocean Alexander (東哥企業股份有限公司), a renowned leader in the luxury yacht industry, with our instructor, Dr. Heidi Chang. The immersive experience included a tour of the company's facilities and yards. The pinnacle of the visit was stepping aboard a $20 million bespoke yacht. Inside, students observed firsthand the vessel’s luxurious decor, furniture, and high-end fixtures, gaining insight into the meticulous craftsmanship on display.

Subsequent to this comprehensive facility walkthrough, Chairman Johnny Chueh's engaging lecture provided valuable insights into Ocean Alexander’s global strategy. He traced the company's origins in Kaohsiung Harbor and highlighted its expanding international presence, with bases on both the U.S. West and East Coasts and in Italy. The company’s success stems not from merely meeting demand but from creating desire through sophisticated psychological branding, positioning its yachts as luxurious, mobile "floating homes."

Operating in a niche driven by aspiration rather than necessity, Ocean Alexander effectively cultivates demand by appealing to clients’ desires rather than their needs. Fundamental to this success is a strong focus on human capital. The company addresses widespread skill shortages through long-term apprenticeship programs and localized HR strategies tailored to regional markets. Their organizational culture emphasizes artisanal craftsmanship and maintains a zero-defect quality standard, ensuring unparalleled quality.

The students led a lively Q&A with Chairman Johnny Chueh, raising numerous insightful questions about strategy, artisanal techniques, and future plans. Chairman Chueh's detailed responses offered a masterclass in applying organizational principles, solidifying the students' understanding of how organizational behavior drives success in the high-end yacht industry.

Complementing this human-centric approach, company leadership also leverages data analytics and predictive forecasting to anticipate and adapt to shifting global tastes, maintaining a competitive advantage. This case exemplifies how principles of organizational behavior—such as talent management, strategic agility, and innovation—are vital for sustaining leadership in complex, high-end markets.