"How to Save Your Brand in the Face of Crisis"

Gita Johar, Matthias Birk, Sabine Einwiller

© MIT Sloan Management Review, 2010
Volume: 51 | Issue: 4 | Pages: 57-64

Publication type: Journal article

Research Archive Topic: Leadership, Marketing

Abstract

When bad things happen, companies need the right strategy for talking their way out of a mess and avoiding a calamitous pummeling of their corporate image. Choosing the best response can spell the difference between a brand's survival — even enhancement — and its irreversible tarnishing.

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