Trend Micro (A): Responding to a Service Failure

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


To consider a range of crisis management options, including apologizing, sharing information, and compensating harmed customers and illustrate the role of corporate culture in determining a company's response to a crisis. Trend Micro's strong customer orientation and collaborative culture guided its response and led to a full recovery in a short period of time.



Tybout, A. (2017), "Trend Micro (A): Responding to a Service Failure", Kellogg School of Management Cases.

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