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6 cases found
 
Ref No. Title Author(s)
09/426C Nike and Liu Xiang: Crisis Management in Celebrity Endorsement

Product Type: Case

Functional Area: Marketing
Pub. Year: 2009

On 18 August 2008, Liu Xiang, China's biggest celebrity sports icon, withdrew from the 110-metre hurdles event at the 2008 Beijing Summer Olympic Games due to an Achilles injury. Liu was China's first...

Kineta Hung
Isabella Chan
Penelope Chan
09/425C

Carrefour China and the Olympic Torch Relay: Managing Corporate Crisis amid Evolving Expectations of Multinational Firms

Product Type: Case

Functional Area: Marketing, Social Enterprises & Ethics, Strategy & General Management
Pub. Year: 2009

Prior to the 2008 Summer Olympics in Beijing, Chinese people were outraged by repeated interruptions of the Olympic torch relay in Paris on 7 April 2008. Soon after the incident, LVMH Group, a shareho...

Kineta Hung
Candise Pong-wa Wai
07/361C SK-II: Damage Control in China

Product Type: Case

Functional Area: Marketing, Strategy & General Management
Pub. Year: 2008

In 2006, SK-II, a skin care brand, was close to becoming a billion-dollar brand for Proctor and Gamble ("P&G") and China was seen as a key source of future growth and is soon to be the largest market ...

Kineta Hung
Richard Farmer
CSVS/110C WE Marketing Group: Building a Global Marketing and Communication Company in China

Product Type: Case, DVD

Functional Area: Strategy & General Management
Pub. Year: 2007

In 2005, a group of Hong Kong and mainland China-based executives from leading global advertising and marketing firms decided the Chinese advertising industry was ripe for a new model So in October th...

Ali Farhoomand
Kineta Hung
Grace Loo
07/326C EDB and Friends: Reviving a Mature Brand through Interactive Online Marketing

Product Type: Case

Functional Area: Marketing
Pub. Year: 2006

In Hong Kong in 2001, a leading eye drop brand's position was threatened. Although it was a top selling brand (from here on referred to as EDB), overall eye drop usage was declining and the entire cat...

Kineta Hung
Monica Park
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