Abstract
The frequent occurrence of financial fraud incidents of public limited companies has disrupted the fairness of the capital market. As one of the offenders, Luckin managed to maintain its profitability despite the severe punishments from the authority. This research analyzes case of Luckin incident, in order to investigate the detailed turnaround strategies taken by Luckin to reverse its image to the public’s eyes. The effectiveness of its strategies for other businesses stuck in financial frauds is discussed. A SWOT analysis is applied to identify Luckin’s own advantages and limitations, as well as the surrounding opportunities and challenges confronted by Luckin for resurgence.
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