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.