學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
LI-NING: The “Chasing Dreams” Airport Show Controversy
內容大綱
LI-NING, founded by China’s “prince of gymnastics” Li Ning in 1990, is a professional sports brand. On September 20, 2022, LI-NING held its “Chasing Dreams” airport show in Hubei, China. However, on October 15, netizens pointed out that some of the new products resembled Japanese military uniforms from the time of the Second World War, quickly sparking a heated debate online. On October 17, two senior executives from LI-NING made statements on social media regarding the situation but only succeeded in drawing further criticism from netizens. LI-NING’s stock price also fell, causing many to question the executives’ actions on the matter. On October 19, LI-NING released an official response, bringing the public debate to a climax. How should LI-NING manage its crisis and brand communication better in the future?
學習目標
After studying the case and working through the assignment questions, students should be able to do the following:<ul><li>Understand the influence of perception on individual behaviour.</li><li>Understand the impact of emotions on individual behaviour and the process of emotional contagion through social media.</li><li>Grasp the objectives of integrated marketing communication and the impact of each element in the communication elements model.</li><li>Understand the principles of crisis public relations and of learning how to conduct appropriate brand communication.</li></ul>