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Runhua: An Auto Dealer’s Sales Channel Dilemma
Su Liu; Weina Li; Xu ZhengCaso IVEY-W32412-EMarketingIn 2022, Runhua Group was a well-known automobile dealer in China with a large market share in the traditional fuel vehicle market. The recent surge of new energy (i.e., plug-in electric) vehicles was having a strong impact on the company’s main business. The high number of new automobile companies entering this promising market was threatening the dealership model, the traditional sales and distribution channel that dominated the market. Runhua ...Desde 8,20 €
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ERKE: Consumption Binge Caused by Donations
Weina Li; Su Liu; Chenxi YiCaso IVEY-W27047-EDirección estratégica, MarketingHongxing ERKE Industrial Co., Ltd. (ERKE), founded in 2000, was the first large Chinese sportswear company to list overseas. Despite the difficulties it faced caused by poor management and the decline of its brand influence, ERKE donated ¥50 million worth of aid to disaster-hit areas in Henan, China, shortly after severe flooding in the province in July 2021. The donation caused an unprecedented online event in China and ignited the enthusiasm of...Desde 8,20 €
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Runhua: An Auto Dealer’s Sales Channel Dilemma - Teaching Note
Su Liu; Weina Li; Xu ZhengNota del Instructor IVEY-W32413-EMarketingTeaching note for product W32412.Desde 0,00 €