China crisis: An illustration of the damaging effects of brand hate

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Firms operating in overseas markets must exercise care in their advertising campaigns. Lacking awareness of cultural sensitivities risks promotional content being perceived as offensive and trigger condemnation and boycotting of the brand. Relevant proactive and reactive actions then become highly important in order to begin rebuilding the tarnished brand name.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2021), "China crisis: An illustration of the damaging effects of brand hate", Strategic Direction, Vol. 37 No. 3, pp. 1-3. https://doi.org/10.1108/SD-12-2020-0217