Strategy CaseWorks Abstracts
Spring 2008
Brand Recovery: Communication in the Face of Crisis
This research note uses scientific research on persuasion to develop recommendations on what to say (and what not to say) when your brand is in crisis, that is, in those situations where a brand faces significant criticism in the marketplace and media.
Spring 2008
General Electric Capital International Services in India
But SIA could not rest on its laurels. With varying degrees of success, rival carriers were emulating its preoccupation with service. How could SIA retain its customer service leadership?
Spring 2008
Newlines Airways A and B
In the summer of 2001, Julian Cook pondered the launch of his new business: a transatlantic airline supplying only business class service.