Manage business across cultures case study?500 words analysis
The miniso doll incident (2022.8 Spain’s miniso mistakenly referred to a Chinese-style cheongsam princess as a geisha doll in a social media campaign for a newly released toy):
 
https://zhuanlan.zhihu.com/p/553110251?utm_psn=175…
 
Easy to understand:
 
https://brandzaar.com/blog/miniso-the-truth-behind…
 
https://m.jiemian.com/article/7934678.html
 
https://zhuanlan.zhihu.com/p/72765551
 
In response to the above incident, miniso has taken a number of measures:
 
1. issued a statement on the “right remedy”.
 
2. a unified approach to social media and the cancellation of the partnership with the Spanish distributor
 
3. sanctioned the executives
 
4. change the logo and remove the Japanese language
 
5. de-Japaneseise the product (add Chinese elements to the product and promote it more)
 
What needs to be written (it’s a presentation speech):
 
An analysis of miniso’s corporate strategy:
 
The following are just some ideas
 
1. domestic country (did not mentioned this is China brand , so people think that this Japanese )
 
2.how to keep competitive under such negative pressure
 
3. In other country ? New slogan?
 
4. Products differences 
 
5. Does customer differ ?
 
6. Cultural of company 
 
7. Strategy to change and also keep the competitive ability 
 
Use some business-related knowledge, combined with cross-cultural knowledge, to analyse the corporate strategy.
 
Provide a reference list
You can find some other references, not all of which will be in the reading of the course.