Assignment 4

Case Questions Student Name Institutional Affiliation Course Code Instructor Date Case study (Deresky, 2020), page 146- 149. 4-11. D&G faced a consumer backlash in China after the video scandal. List the main reasons why you think this happened. D&G faced consumer backlash in China after the video scandal for several key reasons: the videos were seen as racist, culturally insensitive, and mocking of Chinese culture; Stefano Gabbana's inflammatory comments on social media poured fuel on the fire; Chinese consumers felt insulted and that their culture was disrespected; the scandal went viral rapidly on social media, amplifying outrage; and it tapped into rising Chinese nationalism and anti-Western sentiment among some groups. 4-12. Using the information above and the cultural dimensions explored in Chapters 3 and 4, discuss whether Chinese consumers should forgive D&G's misunderstanding of their culture. Given China's collectivist culture emphasizing group harmony and high uncertainty avoidance preferring structure, the D&G videos were seen as disruptive and insulting. However, China also ranks high on pragmatism and long-ter...