Audi plagiarism case : how self-media protects its intellectual property /
Self-media blogger Beida Mange claimed in May of 2022 that his work was plagiarized by the famous car brand FAW Audi. The next day, the plagiarized video was removed, and the related parties--Audi, the advertising agency M&C Saatchi aeiou, and Andy Lau, a famous Chinese actor who starred in the...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
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London :
SAGE Publications: SAGE Business Cases Originals,
2023.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | Self-media blogger Beida Mange claimed in May of 2022 that his work was plagiarized by the famous car brand FAW Audi. The next day, the plagiarized video was removed, and the related parties--Audi, the advertising agency M&C Saatchi aeiou, and Andy Lau, a famous Chinese actor who starred in the video clip--all issued apologies. Three days later, the incident was resolved. How is it possible for problems to be settled so quickly and what are the reasons behind this rapid resolution? This case requires students to analyze the different responses and attitudes of related parties, investigate the basic process of crisis management, apply game theory and dynamic analysis to examine the reasons for the settlement, and assess a social media crisis involving public relations. |
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| Physical Description: | 1 online resource. |
| ISBN: | 9781071913840 1071913840 |