Starbucks in forbidden city

“Do you have plans to open stores in the Taj Mahal, Versailles, or Buckingham Palace?” China Central Television’s news anchor Rui Chenggang askedJim Donald, Starbucks Chairman and CEO at the June 2006 Yale CEO Leadership Summit. Just over six months later, on 12 January 2007 Rui posted a blog entry...

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Main Authors: NETZLEY, Michael A., DIGANTRAI, Bhatt Dev S/O, WONG, Desmond Yi Ming, TAN, Weilin Ursula Laura, HEE, Yen Julia
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2011
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Online Access:https://ink.library.smu.edu.sg/cases_coll_all/7
https://cmp.smu.edu.sg/case/2911
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Institution: Singapore Management University
Language: English
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spelling sg-smu-ink.cases_coll_all-10062019-09-05T08:20:48Z Starbucks in forbidden city NETZLEY, Michael A. DIGANTRAI, Bhatt Dev S/O WONG, Desmond Yi Ming TAN, Weilin Ursula Laura HEE, Yen Julia “Do you have plans to open stores in the Taj Mahal, Versailles, or Buckingham Palace?” China Central Television’s news anchor Rui Chenggang askedJim Donald, Starbucks Chairman and CEO at the June 2006 Yale CEO Leadership Summit. Just over six months later, on 12 January 2007 Rui posted a blog entry protesting against Starbucks’ presence in Beijing’s Forbidden City. Rui stated, “This is not globalization but an erosion of Chinese culture.” Rui’s blog post signalled the start of an avalanche, Starbucks came under attack for operating a café inside China’s Forbidden City. At the time, the Internet presented many Chinese citizens with an unprecedented opportunity to interact and share their opinions. The Internet was still very young in China, in 2007, but it was growing by leaps and bounds. So few could anticipate the response when, in January 2007, Rui, an experienced media personality from CCTV turned this communication channel on Starbucks. The effort to remove the iconic western brand from the centre of the Forbidden City quickly became global news. Initially the story grew only within China’s Internet space, but once translated into English it became global front page news in a matter of days. Starbucks quickly found itself on the receiving end of criticism for inappropriately operating a café in the middle of a cultural and historical centre. The Wall Street Journal, for example, ran an editorial titled “It’s Called Forbidden City for a Reason.” 2011-10-01T07:00:00Z text https://ink.library.smu.edu.sg/cases_coll_all/7 https://cmp.smu.edu.sg/case/2911 Case Collection eng Institutional Knowledge at Singapore Management University corporate communications cross-border cultural issues management of social media Asian Studies Business and Corporate Communications Communication Technology and New Media International and Intercultural Communication International Business
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic corporate communications
cross-border cultural issues
management of social media
Asian Studies
Business and Corporate Communications
Communication Technology and New Media
International and Intercultural Communication
International Business
spellingShingle corporate communications
cross-border cultural issues
management of social media
Asian Studies
Business and Corporate Communications
Communication Technology and New Media
International and Intercultural Communication
International Business
NETZLEY, Michael A.
DIGANTRAI, Bhatt Dev S/O
WONG, Desmond Yi Ming
TAN, Weilin Ursula Laura
HEE, Yen Julia
Starbucks in forbidden city
description “Do you have plans to open stores in the Taj Mahal, Versailles, or Buckingham Palace?” China Central Television’s news anchor Rui Chenggang askedJim Donald, Starbucks Chairman and CEO at the June 2006 Yale CEO Leadership Summit. Just over six months later, on 12 January 2007 Rui posted a blog entry protesting against Starbucks’ presence in Beijing’s Forbidden City. Rui stated, “This is not globalization but an erosion of Chinese culture.” Rui’s blog post signalled the start of an avalanche, Starbucks came under attack for operating a café inside China’s Forbidden City. At the time, the Internet presented many Chinese citizens with an unprecedented opportunity to interact and share their opinions. The Internet was still very young in China, in 2007, but it was growing by leaps and bounds. So few could anticipate the response when, in January 2007, Rui, an experienced media personality from CCTV turned this communication channel on Starbucks. The effort to remove the iconic western brand from the centre of the Forbidden City quickly became global news. Initially the story grew only within China’s Internet space, but once translated into English it became global front page news in a matter of days. Starbucks quickly found itself on the receiving end of criticism for inappropriately operating a café in the middle of a cultural and historical centre. The Wall Street Journal, for example, ran an editorial titled “It’s Called Forbidden City for a Reason.”
format text
author NETZLEY, Michael A.
DIGANTRAI, Bhatt Dev S/O
WONG, Desmond Yi Ming
TAN, Weilin Ursula Laura
HEE, Yen Julia
author_facet NETZLEY, Michael A.
DIGANTRAI, Bhatt Dev S/O
WONG, Desmond Yi Ming
TAN, Weilin Ursula Laura
HEE, Yen Julia
author_sort NETZLEY, Michael A.
title Starbucks in forbidden city
title_short Starbucks in forbidden city
title_full Starbucks in forbidden city
title_fullStr Starbucks in forbidden city
title_full_unstemmed Starbucks in forbidden city
title_sort starbucks in forbidden city
publisher Institutional Knowledge at Singapore Management University
publishDate 2011
url https://ink.library.smu.edu.sg/cases_coll_all/7
https://cmp.smu.edu.sg/case/2911
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