One Day of Yimin

Junsong Chen (First Author), Xin Fu (Participant Author)

Research output: Other contributionCase Studies


This case presents a day in the life of WANG Yimin, a typical female white-collar worker in Shanghai. By portraying her outward behaviors and inner decision-making processes as a consumer, this case attempts to portray features of the contemporary Chinese market and Chinese consumers. It discusses some important cultural phenomena in China, such as face, guanxi, family, and nationalism, and their impact on consumers. The descriptions of the interactions between WANG Yimin and the people around her reflect the everyday lives of Chinese individuals from different social classes, cultural backgrounds, generations, and geographic locations. This case will help MBA students interpret consumer behavior and mentality from different cultural perspectives, understand the business implications behind cultures, and become aware of both the diversities and consistencies of the Chinese market.
Original languageEnglish
Number of pages10
Publication statusPublished - 1 Jan 2010

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Published by

China Europe International Business School


  • Chinese Consumer
  • Chinese Culture
  • Consumer Behavior
  • Decision
  • Life scenes

Case studies discipline

  • Marketing
  • General Management
  • International Business

Case studies industry

  • Retail Trade


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