By Adjunct Professor of Management Richard Brubaker

All it takes these days for brands to experience a significant crisis in China is a few words, photo or video shared by someone on an emerging social media platform. In a matter of minutes, it can be re-shared, liked, and commented on by millions, escalate into the story de jour for the local media, and in a matter of days stock price is down 15% as investors grow concerned about the firm’s performance in China. Read more on Forbes.com