COM323e Assignment: Crisis Management

COM323e Assignment: Crisis Management

Singapore University of Social Sciences

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This Tutor-Marked Assignment (TMA) 1 (Assignment 1) requires you to answer questions based on a scenario.

In June 2023, Shein, the Chinese fast-fashion giant, invited a group of American influencers on an all-expenses-paid trip to its “innovation centre” in Guangzhou, China. The initiative aimed to counteract ongoing criticisms regarding the company’s labour practices and working conditions. However, the trip backfired, as the influencers’ positive portrayals of the facilities were perceived as inauthentic and staged, leading to widespread public scepticism and backlash.

This incident underscores the potential pitfalls of using influencer marketing to address serious allegations without ensuring genuine transparency.

TMA01 assesses how well students can apply crisis management and stakeholder communication theory to a real-world reputational crisis. The Shein case is particularly instructive because the crisis was self-inflicted. Meaning, it was triggered by a strategic communication decision that underestimated public scepticism and stakeholder expectations.

A common weakness is treating the issue as a social media backlash rather than a credibility and legitimacy crisis. High-scoring submissions recognise that the core failure lies in the mismatch between Shein’s transparency claims and the perceived inauthenticity of influencer-led messaging. Another frequent issue is shallow stakeholder analysis, where stakeholders are listed but not analysed in terms of influence, trust, or conflicting priorities.

Link the use of influencers to issues of credibility, expertise, and perceived manipulation.

Use crisis communication and stakeholder frameworks to justify response strategies, not as standalone descriptions.

Immediate messaging should be paired with structural actions that address labour practice concerns.

Avoid emotive judgment or brand defence; focus on evidence-based analysis.

We have done several case scenario-centred analyses before for previous batches.

• Expertise in crisis response and stakeholder analysis, specifically in analysing organisational misconduct and value-based crises.
• Strong familiarity in applying theory-driven arguments by translating crisis management and communication theories into realistic contingency and evaluation plans.
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