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ERKE: Consumption Binge Caused by Donations
內容大綱
Hongxing ERKE Industrial Co., Ltd. (ERKE), founded in 2000, was the first large Chinese sportswear company to list overseas. Despite the difficulties it faced caused by poor management and the decline of its brand influence, ERKE donated ¥50 million worth of aid to disaster-hit areas in Henan, China, shortly after severe flooding in the province in July 2021. The donation caused an unprecedented online event in China and ignited the enthusiasm of netizens for buying ERKE products. Millions of netizens rushed to ERKE’s livestreaming studios and expressed their gratitude and support for the company through “wild consumption.” ERKE became representative in consumers’ minds of excellent domestic products that were part of Chinese fashion trends. Why had ERKE’s donation become such a hot topic and triggered a consumption binge in China? On the heels of this situation, how should ERKE use the opportunity to achieve a long-term competitive advantage in the future?
學習目標
This case can be used in advanced undergraduate- or graduate-level (MBA) courses in business ethics, digital marketing, or strategic management. After working through the case and assignment questions, students will be able to<ul><li>develop an understanding of the essence of corporate philanthropy;</li><li>understand the research finding that not all businesses are equally successful when it comes to deriving benefits from their donations;</li><li>develop an understanding of consumer attributions and marketing communications on social media as key factors and processes through which consumers evaluate corporate giving;</li><li>illustrate the effect of social media as a marketing communication tool, and the opportunities and challenges that social media marketing brings to corporate philanthropy;</li><li>reflect on the link between corporate philanthropy and competitiveness; and</li><li>develop an understanding of the key methods by which companies can use corporate philanthropy as a strategic tool to create value and competitive advantage.</li></ul>