The Eu Yan Sang Way: Renewing a Century of Heritage
William Koh
Singapore: Cengage Learning Asia, 2011
ISBN: 9789814369534

The Eu Yan Sang Way traces how one man, with a deep belief in Traditional Chinese medicine (TCM), embarked on a mission to transform the company set up by his forefathers, and make TCM relevant in the 21st century. Richard Eu took over the helm of Eu Yan Sang in 1989 and began the arduous journey of growing the company into a household name in Singapore and Asia.

This book provides insights into Richard Eu's leadership motivation and drive, and his courage and vision in turning Eu Yan Sang into a leading TCM company, and making its products relevant to modern day consumers. It also looks at the importance of effective human resource management and having the right organisational structure and culture to support business growth.

The key engine of growth at Eu Yan Sang is innovation, manifested in the form of its trusted health care products, the professional marketing of such products through the company's retail outlets and the provision of TCM clinical services at the same time.