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Didi Chuxing: Branding Safety and Security in an Emerging Hi-Tech Industry
內容大綱
In 2019, the president of China’s ride share company Didi Chuxing Technology Co. (Didi) faced various challenges associated with marketing and communications in a high-risk disruptive technology. As one of few female global corporate leaders, she was a role model for young women and promoted inclusion and diversity at Didi. However, the emergence of autonomous and connected vehicles in the industry forced her to make some strategic decisions. Several recent high-profile safety failures involving Didi and other industry giants had resulted in injury and death. The president needed to develop a communications and marketing plan for Didi’s employee and consumer stakeholders. But how should she respond to the recent negative media reports? What promotion and communication strategies would enable the company to develop a level of trust and knowledge that would set it apart from its high-risk competitors? How could the president influence consumer perceptions of the industry’s—and Didi’s—legitimacy?
學習目標
This case is appropriate in an introductory communications and marketing class. For a management focus in a technical program such as engineering or information technology, the emphasis should be on communicating product capabilities with various users. After completion of this case, students will be able to<ul><li>describe issues related to consumer adaptation and the rollout of new technologies in the global workplace;</li><li>understand the role of internal and external communications in the development and launch of new products;</li><li>synthesize and apply theoretical approaches related to communications;</li><li>consider the role of female leaders in emerging technologies; and</li><li>develop a practical organizational communication plan for employees and consumers.</li></ul>