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?

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?