Notes of the case study:
Title: Maintaining Dolce&Gabbana’s branding in the Asia-Pacific region.
Proposal: I propose to write about how can Dolce & Gabbana maintain their image after the damage caused by the “Eating With Chopsticks” campaign in China in 2018? The corporation lost a significant customer and vendor base in China as a result of accusations of sexism, stereotyping, and racial discrimination made after the launch of the campaign, among losing other important stakeholders. Today, the brand’s reputation is still in ruins.
Case Summary:
The Dolce & Gabbana example demonstrates how a brand can go from being a big success to a great flop with only one click in the digital and SM era. D&G published three “Eating with Chopsticks” campaign films in 2018 on its SMM platforms in an effort to publicize the fashion show that would take place in Shanghai on November 21. In the films, an Asian woman who is well-dressed appears to be “clueless” and struggles to eat Italian food with chopsticks. The Chinese audience found this video advertisement to be insulting, racist, and misogynistic. Furthermore, Stefano Gabbana’s original response to the circumstance was disrespectful to Chinese culture. The fashion show was cancelled when the company’s video apology was not well received. Later, D&G was blocked on regional e-commerce sites, and buyers were returning bought goods, causing the brand to lose its Chinese stakeholders. Three years have passed since these incidents, but nothing has been done to atone or forget what happened. In the Asia-Pacific area, sales are still declining significantly. Dolce & Gabbana is in a bad position because Chinese consumers are often very important to global luxury companies (Chinese consumers typically account for 1/3 of expenditure on luxury goods globally). Finding out if the company can still improve its reputation among Chinese consumers through cultural consciousness, respect for tradition, and comprehension of regional quirks is crucial.
Table of contents :
Executive Summary
Introduction
Problem Analysis
Recommendations and implementation plan
Conclusion
References
Task :
Students will develop the related literature review of the Case Study.
The purpose of a literature review in a case study When you write a case study, you must conduct a literature review to situate your research within existing knowledge. The literature review gives you a chance to:
• Demonstrate your familiarity with the topic and its scholarly context
• Develop a theoretical framework and methodology for your research
• Position your case study in relation to other researchers and theorists
• Show how your research addresses a gap or contributes to a debate
• Evaluate the current state of research and demonstrate your knowledge of the scholarly debates around your topic Fulfill the following elements for your literature review of the case study
Step 1 – Search for relevant literature. You will find draft parts from the google books, papers from the EBSCO, writing pdf thesis in the google search, google scholar. Copy them in your assignment with the appropriate reference and citations as we have discussed in our webinar. You can take parts also from the main sources and you have to add the specific citation and reference.
Step 2 – Evaluate and select sources this will done automatically from the step 1
Step 3 – Identify themes, debates, and gaps when you searching for information stay to identify the main models or frameworks which are related to your subject and in the same time you are looking for the advantages and disadvantages.
Step 4 – Outline your literature review’s structure when you are having the pieces of information using subheaders try to create a draft table of content with the aim to present a logical structure on your work. It is normal to move parts or to delete parts or to add during this process.
Step 5 – Write your literature review
At least 15 to 20 references and for these to have the CITATIONS
1,000 words
