First Respond: The Challenges of Marketing Social Mission in China

This case describes the challenges of introducing life-saving community- or citizen-based first-aid services in China, using the story of First Respond. That organization was founded after several business school alumni died from sudden cardiac arrest that might have been prevented if cardiopulmonary resuscitation (CPR) or Automated External Defibrillators (AEDs) had been available and people knew how to use them. The case presents background on both first aid and social enterprises in China; it then explains how First Respond was started, describes the types of products and services the organization offers, and provides information about its clients, marketing and communications strategy, competitors, and investors. It concludes by presenting challenges faced by the organization, particularly the fear in China of personal liability for assistance to others who might suffer harm, and discusses the future of the organization and others like it. The case would be appropriate for discussion in classes on health policy, social entrepreneurship, and public health awareness.

The case is part of a series produced by the Harvard Kennedy School (HKS) Case Program, hosted by the HKS Strengthening Learning and Teaching Excellence (SLATE) initiative, the world’s largest producer and repository of case studies designed for teaching about how government works and how public policy is made. Each case in the series is designed to train public leaders, and introduces actual policy dilemmas along with data to equip students to learn how to apply the rigor of quantitative analysis in the real world.

This case may be purchased for a nominal fee; registered educators may obtain a free review copy. Online supplemental resources include short free documents and videos on how to teach with the case method, as well as downloadable related tip sheets and questions for class discussion.