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Article
Publication date: 13 April 2023

Huimin Liu, Fuying Lu, Binyan Shi, Ying Hu and Min Li

As global supply chains continue to develop, uncertainty grows and supply chains are frequently threatened with disruption. Although big data technology is being used to improve…

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Abstract

Purpose

As global supply chains continue to develop, uncertainty grows and supply chains are frequently threatened with disruption. Although big data technology is being used to improve supply chain resilience, big data technology's role in human–machine collaboration is shifting between “supporters” and “substitutes.” However, big data technology's applicability in supply chain management is unclear. Choosing appropriate big data technology based on the enterprise's internal and external environments is important.

Design/methodology/approach

This study built a three-factor structural model of the factors “management support,” “big data technology adoption” and “supply chain resilience”. Big data technology adoption was divided into big data-assisted decision-making technology (ADT) and big data intelligent decision-making technology (IDT). A survey was conducted on more than 260 employees from supply chain departments in Chinese companies. The data were analyzed through structural equation modeling using Analyze of Moment Structures (AMOS) software.

Findings

The study's empirical results revealed that adopting both ADT and IDT improved supply chain resilience. The effects of both types of big data were significant in low-dynamic environments, but the effect of IDT on supply chain resilience was insignificant under high-dynamic environments. The authors also found that government support had an insignificantly effect on IDT adoption but significantly boosted ADT adoption, whereas management support factors promoted both ADT and IDT adoption.

Originality/value

By introducing two types of big data technology from the perspectives of the roles in human–machine collaborative decision-making, the research results provide a theoretical basis and management implications for enterprises to reduce the supply chain risk of enterprises.

Details

Management Decision, vol. 61 no. 9
Type: Research Article
ISSN: 0025-1747

Keywords

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Case study
Publication date: 16 July 2024

Syeda Ikrama and Syeda Maseeha Qumer

This case study is designed to enable students to understand the reasons behind the launch of a beauty brand grounded on traditions and culture, understand the strategies adopted…

Abstract

Learning outcomes

This case study is designed to enable students to understand the reasons behind the launch of a beauty brand grounded on traditions and culture, understand the strategies adopted by Florasis to establish its presence in the C-beauty space and emerge successful, analyze the positioning of a C-beauty brand in a highly competitive beauty market, identify the issues and challenges faced by a C-beauty brand in its efforts to disrupt the C-beauty space and suggest strategies that Florasis can adopt to emerge as a market leader in the global beauty industry.

Case overview/synopsis

Set in 2021, the case study discusses about the emerging C-beauty brand Florasis innovative strategies to promote the brand. Florasis was founded in 2017 with a vision to become a century old national makeup brand of China. Florasis was successful in getting on board a story-telling experience that featured traditional Chinese culture, aesthetics and heritage. It sold cosmetic products with retro packaging, concepts derived from traditional Chinese style, promoting a sense of national pride and nostalgia. The case study highlights the innovative strategies Florasis adopted like influencer marketing through key opinion leaders and key opinion customers, celebrity endorsements, user co-creation programs, social content and network marketing, brand crossovers and collaborations, etc. In April 2021, Florasis became the No. 1 cosmetic company in China with a gross merchandise value of 218m yuan and further the total sales for second quarter of 2021 reached 830m yuan, endorsing its supremacy over other global and local beauty brands in China. However, with success came along a set of challenges. Some analysts pointed that the brand was slow in innovating its product line-up, it focused more on promotions and advertisements and the brand positioning with a single sales channel, the cost performance and quality of the products and excessive marketing campaigns targeting a niche segment. Going forward, what should Florasis do to conquer the global beauty space? Can Florasis aspire to become a digitally empowered global beauty brand? Has it got the momentum? Will its direct-to-consumer model and unprecedented marketing and promotion gimmicks, help it achieve the lead in the global beauty space?

Complexity academic level

This case study is suitable for students of the graduate and undergraduate programs in management.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 14 no. 2
Type: Case Study
ISSN: 2045-0621

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