Apologizing Strategies in International Trade: A Micro Perspective on Cost-Benefit Analysis and Consumer Responses

Abstract

With the deepening of economic globalization, apology strategies have received increasing attention. There is still a relative lack of research on the cost - benefit analysis of the apology strategy in international trade from a micro perspective, as well as on consumers' reactions to it. This study aims to fill the gap by using the method of analyzing the fluctuations of the supply and demand curves before and after Apple's apology. In the Apple's trilogy of apologies to China case, Apple failed in its previous two unconscionable apologies, finally, in the third apology, Apple adopted a positive and sincere attitude and successfully resolved the conflict. This led to the integration and consolidation of China's market growth potential, enabling Apple to achieve long - term growth in China. Therefore, in the intricate international trade, it is best to maximize one's cost - effectiveness by adopting a positive, sincere and responsible apology strategy. This is not only conducive to the resolution of international trade conflicts and the alleviation of cultural conflicts, but also to the long - term development of both parties.