Crafting a Damage Control Plan: Lessons from Perrier
Gary Kurzbard
(Assistant professor of marketing at Long Island University, Brookville, New York. Research and marketing consultant at Romann & Tannenholz Advertising Associates in New York City)
George J. Siomkos
(Assistant professor of marketing at Long Island University, Brookville, New York. Research and marketing consultant at Romann & Tannenholz Advertising Associates in New York City)
399
Abstract
Companies as diverse as AT&T, Exxon, and Beech‐Nut have discovered that when a crisis occurs, rarely are a corporation's contingency plans designed well enough to effectively deal with the situation. In this case study of the Perrier crisis, a better job by the company's crisis management team could have saved both the company's and the product's reputation.
Citation
Kurzbard, G. and Siomkos, G.J. (1992), "Crafting a Damage Control Plan: Lessons from Perrier", Journal of Business Strategy, Vol. 13 No. 2, pp. 39-43. https://doi.org/10.1108/eb039480
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited