Chinese soft power can be assessed in many aspects because there are several tools in which soft power can manifest. This article seeks to assess the efficiency of China’s soft power using four tools from the perspective of public diplomacy. The analysis helps us to better understand the efficiency of foreign public communication tools. The paper is mainly qualitative research from collected secondary materials, following Mark Leonard’s (2002) concept of three dimensions of public diplomacy. The tools considered are: the Confucius institute (cultural institutes); Belt and Road initiative summit 2017 (international events); China central television/CCTV (media); International Students (financial aid for researchers and students). The analysis uses the three dimensions of public diplomacy: daily communication, strategic communication, and long-term communication. There is no indication that any of the selected four tools resonates with any of the three dimensions of public diplomacy. Some tools resonate more than others with a particular dimension of public diplomacy, but nothing is set in place. The media use daily communication quite effectively. International events are more so in strategic communication. Both international students and the cultural institute have an advanced role in long-term communication. However, the three dimensions are important to asses expected outcomes in foreign relations. A single tool could not effectively serve all concerns for getting support within the international community. The limitations of a tool can curb its appeal for a particular dimension, while advantages of the same tool spring in another.
This case discusses about a restaurant named ‘Spicy Chicken’ shares a common boundary with a university. This university, known as East West University is recognized as a well-established and renowned brand for more than a decade. Recently it has relocated to a new campus, in a new location on the other side of the city, an un-established area known as ‘Aftab Nagar’. Unfortunately, ‘Aftab Nagar’ lacks the usual urban norm; unlike the rest of Dhaka city. To cater the daily meal including breakfast, lunch and dinner for a student crowd of ten thousand along with the hundreds of faculty members and university staffs as well as the neighborhood, the restaurant came into operation; keeping the university in its eyes solely as the prime target market. In spite of being the first-mover in the local market the restaurant could not utilize the opportunity. The authors, have attempted to explore the case of Spicy Chicken in light of service failure and recovery theory. The major finding of this study propose that Spicy Chicken lost its market opportunities due to a multitude of reasons consisting core service failure, process failure and unfairness perceived due to distributive justice and interactional justice.