Bright Dairy & Food Co., Ltd: Trouble for the Safety of Milk Production

Po Xu

Research output: Other contributionCase Studies


Bright Dairy & Food Co., Ltd. had been known for its superior quality and strong brand image among its customers. However, the dairy giant faced a severe crisis when a media report disclosed the “secret of milk production” in one of its subsidiaries in Zhengzhou in April 2005. As Bright Dairy failed initially to provide an appropriate response after the report emerged, customers became more suspicious about the quality of the milk, creating an adverse effect on the sales volume and market value. At this crucial time, Bright Dairy needed a practical plan that would help it emerge from the crisis and rebuild a healthy image among consumers. Could Bright Dairy quickly escape this crisis? Could it restore its brand reputation? What should Bright Dairy do?
Original languageEnglish
Number of pages16
Publication statusPublished - 1 Jan 2006

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Published by

China Europe International Business School


  • Bright Dairy & Food
  • Business ethics
  • Crisis Management
  • Dairy Industry
  • Food Safety
  • Public Relations

Case studies discipline

  • General Management
  • Ethics & Social Responsibility

Case studies industry

  • Manufacturing
  • Accommodation & Food Services


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