Liu xiang, china's star hurdler, is perhaps the country's most visible celebrity, and brands such as nike, visa, cadillac and the chinese milk producer yili have jumped at the chance to have him. Nike and liu xiang crisis management in celebrity endorsement hbr case solution & harvard case analysis designers like anna sui and phillip lim depend on her to carry glamour for their collections, philanthropist wendi murdoch counts her as a friend, and ever. Then there is the case of the omnipresent hurdler/hawker, liu xiang when mr liu recently broke the world record in a competition in lausanne, switzerland, nike -- which isn't an official sponsor of the games -- made him a t-shirt featuring his 1288-second time to wear as he stepped off the plane back home. Case studies work & careers nike also signed three of china’s globally successful sports stars: hurdler liu xiang, tennis champion li na and nba star yao ming the “l” logo of li. Nike liu xiang - love if you're not familiar with the liu xiang and his injury, see here in a brilliant, and stunningly swift move for a large org, nike has managed to get full page just do it print ads into this morning's china papers supporting liu xiang.
A few thousand retweets quickly climbed to tens of thousands, and culminated in nike dominating conversation at a crucial moment– when chinese hurdler liu xiang fell during the 110-meter hurdles that post jumped to over 125,000 retweets becoming the number one topic on chinese social media. Nike and liu xiang crisis management in celebrity endorsement case solution every university gives certain assignments to their students so that their learning can be improved in the case of harvard university, they assign case studies to their students. Nike and liu xiang: crisis management in celebrity endorsement case solution, on 18 august 2008 drew liu xiang, china's biggest celebrity sports icon, the 110-meter hurdles event at the 2008 summer olympics in beijing because of an a.
Nike inc - heading toward 2012 case analysis, nike inc - heading toward 2012 case study solution, nike inc - heading toward 2012 xls file, nike inc - heading toward 2012 excel file, subjects covered brands business growth consumer marketing mergers & acquisitions by william e fruhan source: harvard business school 2 pages publication. Nike & liu xiang 1 analyze the consumer psychology of the general public after liu quit the men’s 110-meter hurdles race at the beijing olympics 2 compare and contrast the messages in nike’s new advertising campaign launched after liu’s withdrawal, liu’s public apology and media interviews, and a song composed by local artists for liu 3. Nike and liu xiang crisis management in celebrity endorsement case study solution & analysis in most courses studied at harvard business schools, students are provided with a case study major hbr cases concerns on a whole industry, a whole organization or some part of organization profitable or non-profitable organizations. Nike also sponsored liu xiang, one of china’s most popular olympic athletes respondents said that they wanted to buy nike because they associated liu’s success with the type of athletic gear he uses and they want to be like him. In this study, nike’s commercial feed and its reposts of liu xiang’s olympic performance were analyzed to understand dynamics and nuances of chinese con-sumer society the central point of the study is this: the importance of social-media.
A few thousand retweets quickly climbed to tens of thousands, and culminated in nike dominating conversation at a crucial moment- when chinese hurdler liu xiang fell during the 110-meter hurdles that post jumped to over 125,000 retweets becoming the number one topic on chinese social media. August 18, 2008, liu xiang, china's largest sports celebrity icon, declined from 110 meters hurdles event at the 2008 beijing olympic games because of injury achilles. Nike tv commercial with liu xiang liu xiang, competing while questions about asian athletic ability crossed the screen the spot ended with the phrase “stereotypes are made to be broken” and the image of liu raising his arms above the nike swoosh on his shoulder our case study, using a culture-specific sociolinguistics approach. Nike sportswear, along with creative agency wieden + kennedy (w+k) shanghai, has created a liu xiang interactive comic book online, which they say will show a different side to the chinese athlete. The beijing olympics are less than a year away and one of the hottest races shaping up is not among the athletes, but the companies that outfit them.
Nike and liu xiang: crisis management in celebrity endorsement case study solution, nike and liu xiang: crisis management in celebrity endorsement case study analysis, subjects covered advertising campaigns consumer marketing crisis management by kineta hung, isabella chan, penelope chan source: university of hong kong 21. :lau xiang (are) 1 % born iii binnighai in 1983, liu was one of nike’s most important brand ambassadors in china their ﬁrst endorsement contract was signed in 2002 after liu won his ﬁrst world championship title at the world university games [see exhibit 4. China - within half an hour of chinese hurdler liu xiang's crash in the 110-metres hurdles race at the london olympics yesterday, nike made a swift rehash of its 2008 reaction with a timely weibo ad capitalising on the country’s collective grief over liu’s fall from grace. Case #5 under armour- challenging nike in sports apparel shuying, sai name a chinese star athlete that's not yao ming or liu xiang time's up how'd you do case study no1 mary roberts had been with the company three years when she was promoted to manager of the tax department which was part of the controller’s divisionwithin.
Nike spent heavily on high-profile advertising campaigns centred on beijing olympics themes it also invested a lot of money to design new sportswear and footwear for liu and other athletes specifically for the beijing olympics liu was considered to be more valuable than yao ming (chinese basketball team) as he was believed to have a higher. Nike and liu xiang case by not understanding the chinese culture nike marketed liu xiang as they would an american athlete which resulted in the chinese getting angry with nike when liu xiang dropped out of the race after his injury. Nike and liu xiang: crisis management in celebrity endorsement case solution, this case is about marketing publication date: march 25, 2009 product #: hku829-pdf-eng on the 18th august 2008, liu xiang, china's largest celeb sports ic.