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Marketing MistakesDo some researc


Do some research online and find an example

of a company that recently (within the last 18 months) has had to respond to charges of marketing unsafe, unhealthy, exploitative, overpriced or otherwise non-satisfactory products or services.
Describe the situation - and the outcome (which might still be in process). What could this company have applied from the insights of the Laufer and Coombs and/or Swartz article??


Read:

-Daniel Laufer and W. Timothy Coombs ?How Should a Company Respond to a Product Harm Crisis? The Role of Corporate Reputation and Consumer-based Cues,? Business Horizons, September-October 2006, pp.379-385.
-Swartz, J. (2010). Timberland's CEO on Standing Up to 65,000 Angry Activists. Harvard Business Review, 88(9)

 


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