One Day of Yimin

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

    Research output: Other contributionCase Studies

    Abstract

    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

    Case number

    MKT-14-061

    Case normative number

    MKT-14-061-CE

    Case type

    Library

    Update date

    2016-06-23

    Published by

    China Europe International Business School

    Keywords

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

    Case studies discipline

    • Marketing
    • General Management
    • International Business

    Case studies industry

    • Professional, Scientific, and Technical Services

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