On September 26, 2017, the FBI announced the arrest of 10 men in connection with “fraud and corruption in college basketball.” The announcement shook the intercollegiate athletics world to its core. Three of ten individuals implicated in the investigation were employees or representatives of sportswear manufacturer, Adidas AG. This case delves thoroughly into the FBI’s investigation of the bribery and money laundering that took place over a two-year period and Adidas’s response. This case also offers an overview of the company’s history, highlights the history of endorsements, introduces another key player in the NCAA, and provides a framework for further analysis.
Case #19-10. (16 pp.)

On August 15, 2015, The New York Times published the results of an investigation, entitled “Inside Amazon: Wrestling Big Ideas in a Bruising Workplace.” The article denounced a brutal working culture at Amazon.com. Having consistently outperformed its competitors, Amazon is now recognized as the most valuable retailer in the United States, enjoying the biggest market capitalization in its industry. Against the backgrounds of Amazon’s impressive business expansion, this case examines the relationship between a growing social discontent toward Amazon and an aggressive corporate culture long favored by the company. 20 pp. (2015)

In 2018, Amazon launches Amazon Go, a cashierless convenience store that showcases its AI-powered “Just Walk Out” system. Does Amazon Go have the power to disrupt the retail industry? How should Amazon communicate its intentions regarding AI? This case examines how a company might approach implementing an innovative, new technology.
6 pp. Case #18-01. (2018)

On January 15, 2012, Zappos, an Amazon subsidiary, was the victim of a purposeful hacking attack. CEO Tony Hsieh sent out a tweet, alerting customers that the systems had been penetrated and directing them to a letter with incident details and recommended customer actions. Given that security breaches have become an increasing concern due to the amount of data stored online, the public immediately criticized Zappos, and a class action lawsuit was filed. Tony Hsieh, and parent company CEO, Jeff Bezos, must decide if any additional payment is due to customers and how to retain brand equity and customer security going forward. Case # 12-01 (2012)

American Apparel, a multinational fashion retailer headquartered in Downtown Los Angeles,
looked to target the plus-size clothing customer segment in an effort to grow its stagnant sales. It
launched “The Next Big Thing,” a marketing campaign requiring contestants to submit modeling
shots for American Apparel’s online audience to vote on. Little did they know that their ad copy,
which utilized several puns as adjectives to describe larger women, would invoke a negative
response by media outlets as well as the incite members of the plus-size community. Nancy
Upton, a size-12-wearing student and actress based in Dallas, Texas, decided to join the contest
with a satirical entry, and created a blog. What happened next was a series of corporate
communication problems that revealed a deeper issue of cultural insensitivity rather than just a
poor choice of wording. 17 pp. #13-08 (2013)

In the aftermath of the San Bernardino shooting in December 2015, Apple was required by a federal court order to assist the FBI in unlocking the primary suspect’s iPhone 5c. Apple would need to build a new software program in order to comply with the order, potentially compromising the company’s brand promise regarding the security of customer data. This case examines the importance of customer data privacy to a company’s business model as well as external risk factors related to international politics and terrorism. How can Apple manage the various risks while maintaining the loyalty and trust of its customers? 8 pp. Case #17-07. (2017)

In 1991, Apple, Inc. struck a tax deal with the government of Ireland to pay exceptionally low tax
rates on income earned there. This was contingent on the condition that the California-based
company carry out all of its European operations in Ireland. This tax break has been described by
the European Union as “state aid.” To remedy the situation, the E.U. has ordered Apple to pay
Ireland €13 Billion plus interest (equivalent to $14.5 Billion) for unpaid taxes between the years
2003 and 2014. This decision has left Apple, the United States, and the Republic Ireland
displeased. (A) Case, 13 pp. (B) Case, 4 pp. Case #17-01. (2017)

On August 15th 2013, Moritz Erhardt was found dead at his student housing. The official cause of death was an epileptic seizure possibly caused by the long hours and lack of rest associated to his work, after pulling “all-nighters” and “magic-roundabouts” for three days in a row during his summer internship in the investment banking area at Bank of America-Merrill Lynch. 22 pp. Case # 13-09 (2013)

In late 2013, Barneys New York quickly found itself embroiled in controversy. Within
the span of a few days, Barneys CEO Mark Lee’s attention shifted from ensuring recordbreaking
holiday sales to a lawsuit, an Attorney General’s investigation, a potential
boycott, and his company’s biggest holiday contract hanging in the balance. News media
and political activists labeled Barneys a racist brand, and Lee needed to find a way to
regain the trust of customers and the public at large. 14 pp. Case #15-01 (2015)

Maker’s Mark may be part of a premium spirits portfolio but maintaining its authentic history is still important to the brand. When faced with the challenge of growing demand and an insufficient supply of whiskey, the Maker’s Mark management teams needs to decide if diluting their whiskey is the best way to meet demand. (A) Case: 7 pp.; (B) Case: 2 pp. Case #13-10 (2013)

On March 2, 2006, as work crews shoveled through the heavy snow blanketing the Prudhoe Bay oil fields
of northern Alaska, they spotted a small hole of no more than a quarter of an inch along the pipeline. As
BP America, the company in charge of the oil fields, quickly learned, this tiny hole would prove to be the
source of the worst oil spill ever – some 270,000 gallons of crude oil – on the North Slope of Alaska. BP
America and its parent company, BP, soon discovered that their enormous re-branding efforts and
carefully cultivated image for being environmentally friendly would be challenged by the reality of
extracting petroleum in Alaska’s harsh northern environment. 8 pp. Case #06-14. (2006)

In July 2018, luxury goods retailer Burberry’s long-standing practice of destroying unsold goods to maintain brand value became an object of public attention and disapproval. News outlets blasted Burberry for burning $37 million of unsaleable products in the previous year. Burberry’s CEO, Marco Gobbetti, now must decide how to maintain exclusivity and brand value without burning unsold goods. 10 pp. Case #19-11. (2019)

On Friday, January 13th, 2012, around 9:40 p.m. local time, the Costa Concordia, a luxury cruise ship carrying 4,200 passengers, punctured its hull off the coast of Italy. What followed the collision was a chaotic evacuation, irresponsible actions from the ship’s captain, and a lack of communication from the parent company, Carnival, all leading to a public relations disaster. 14 pp. Case # 12-05

Following Chipotle’s meteoric rise to prominence in the Quick Service Restaurant sector,
management now faces a threat to their longstanding brand of “food with integrity.” Executives
must decide how to respond to government probes into their hiring of undocumented workers as
well as customer protests of those workers being fired. 9 pp. Case # 12-04 (2012)

In late 2015, Chipotle Mexican Grill experienced a large-scale food safety crisis. The company’s restaurants were identified as the source of an E. Coli outbreak that affected 14 states and led to more than 20 hospitalizations. Known for its Food With Integrity initiative, and having experienced a decade of explosive growth, the company’s livelihood was being threatened by the design of its own supply chain. Customers were scared, and the issue had attracted the attention of investors, regulators, and the national news media; Chipotle needed to respond. (A) 14 pp. (B) 3 pp. Case #16-05 (2016)
 

A product recall in the fall of 2013 sends Chobani, Inc. scrambling to fix the manufacturing problem, and address a flood of customer concerns. While the company successfully identifies the problem, recalls the product, and fields customers’ concerns within weeks, the adverse incident calls Chobani’s foundational strategy into question. The company must decide if product quality and word-of-mouth marketing are enough to spur continued growth, combat increased competition and manage future threats associated with product quality. 14 pp. Case #13-11. (2013)

Consumer credit reporting company Equifax announced on September 7, 2017, that cyber criminals accessed its databases to obtain private information of 143 million US consumers. CEO Richard Smith faces public scrutiny and ponders his next move to effectively manage the crisis at his company. 12 pp. Case #18-03 (2018)

In July 2018, Mark Zuckerberg landed Facebook at the center of another political firestorm when he appeared to defend users wishing to post content that denied the Holocaust. This case examines Facebook’s rise, its influential role in society, and the potential ramifications of this latest controversy. 7 pp. Case #19-04 (2019)

On December 1, 2009, Facebook CEO Mark Zuckerberg announced sweeping changes to the site’s privacy controls. The result was strong criticism from advocacy groups, but general ambivalence from end users. The question for Facebook is how to manage these different stakeholders and remain at the forefront of society’s privacy norms. 10 pp. Case #10-02 (2010)

Beginning the 2016 NFL preseason, 49ers’ quarterback, Colin Kaepernick, did not stand for the national anthem. In opposition of social injustices and systematic oppression, the one-kneed gesture grew to a larger protest of the national anthem. The NFL and commissioner Goodell ponder the proper stance, balancing patriotism and as social justice. 10 pp. (A) Case; 5 pp. (B) Case. Case #18-04. (2018)

Three-year old daily deals company Groupon filed for an IPO on June 2, 2011 seeking a
valuation of $20 billion. However, the offbeat, local e-commerce firm has come under intense
media and investor scrutiny during the IPO process over its business model, financial viability,
and accounting practices. After postponing its IPO amidst market uncertainty, Groupon must
work to restore credibility with the investor community. 24 pp. Case # 11-11 (2011)

In 2018, Harley-Davidson found itself in controversy as the company began expanding its business overseas. At the same time, the company became a victim of pointed criticism by the President of the United States. This case describes the circumstances that led to Harley-Davidson creating a new global strategy, and the complications that ensued from a public spat with President Trump. Case #19-12 (11 pp.)

On August 6, 2012, HCA Holdings, Inc., one of the largest for-profit hospital management companies in America, revealed to investors that the U.S. Attorney’s Office in Miami had requested documents related to unnecessary cardiac procedures at ten of its hospitals. HCA’s announcement coincided with an article published by The New York Times on the investigation. HCA is the largest hospital management company in America and has had a history of legal issues ranging from Medicare fraud to unnecessary heart procedures. 12 pp. Case #12-10. (2010)

A New York Times author unearths evidence of deceptive search engine optimization tactics
linked to JCPenney.com. Google reacts by burying JCPenney’s search ranking as JCPenney
denied any knowledge of foul play. Millions will read the The New York Times article detailing
the controversy as J. C. Penney Company must determine how to protect its reputation and
minimize any impact on internet sales. 7 pp. Case #11-10 (2011)

Jefferies & Company, the most rapidly growing medium sized investment bank, quickly became the focus of many ratings agencies upon the collapse of MF Global. While many of the ratings agencies found no need for concern, Egan-Jones concluded the contrary. The little known rating agency published a report downgrading Jefferies’s outlook, sending Jefferies’s stock plummeting downward with no end in sight. (A) case, 7 pp. (B) case, 8 pp. Case #12-06, (2012).

In the face of declining revenues throughout the airline industry, a struggling economy, and an
overcrowded marketplace, David Neeleman decided in early 2000 to launch an entirely new
airline. With $130 million in venture funding, JetBlue began daily operations from JFK in New
York to Florida, California, Colorado, and Las Vegas. After September 11, 2001, industry
analysts were asking whether a discounter who promised first-class service could sustain the
brand promise. 12 pp. Case #03-01. (2003)

On September 16, 2010, amidst a congressional inquiry into numerous product recalls over the
past 15 months, Johnson & Johnson’s Chairman of the Consumer Group, Colleen Goggins,
announced her retirement. With the bulk of the recall focused on their flagship product, Tylenol,
the tendency was to compare these with the famous recall in 1982, which cemented the public’s
trust in the company. Unfortunately, that trust has eroded because of their reaction to the
numerous current product issues. When it was revealed that subcontractors had secretly bought
back Motrin off the shelves without notifying the public that something was wrong with it, J&J
found itself with a much larger issue than just public dismay. This phantom recall had compelled
FDA regulators to call upon its crime unit to investigate whether or not these actions by Johnson
& Johnson constitute criminal behavior. 15 pp. Case #10-11

Johnson & Johnson experienced the rapid spread of negative backlash through social media channels in response to an online Motrin advertisement. The incident raises a discussion on the opportunities and risks of using social media in marketing and communications outreach, as well as how social media efforts should align with the company’s overall business objectives. 9 pp. Case # 10-10 (2010)

After launching as a new brand in 2015, JUUL products quickly became a part of the “cool” image amongst the teenage crowd. On July 30, 2018, The Washington Post published an article quoting attorney Esfand Nafisi regarding a nationwide class action lawsuit he was preparing against JUUL Labs. This case discusses the marketing strategy of the JUUL product that has directly affected a nationwide teenage use and addiction epidemic. Case #19-09 (12 pp.)

Kickstarter, a brand leader in the crowdfunding market, is facing certain challenges as it negotiates the uncertain waters of competition. To date, Kickstarter has experienced stellar growth, despite offering no formal protection to its community of project backers. The key issue is whether this policy is sustainable going forward. 14 pp. (Case #13-06)

During a tumultuous time that began at the end of 2009, Perry Yeatman of Kraft Foods led her corporate communication team through two multi-billion dollar deals, including the hostile takeover attempt of the iconic British confectioner, Cadbury. The complexities of managing two cross-cultural deals, while television commentator Jim Cramer places your CEO on his “Wall of Shame” and the world’s best-known investor, Warren Buffett, releases personal statements against a possible merger, could water down your message and take focus away from the main audience, the shareholders. 12 pp. Case #10-04. (2010)

Lucent Technologies, introduced to the market in 1996 as a spinoff of AT&T, was faced with
restructuring problems of its own by the autumn of 2000. As a major player in optical, data, and
wireless networking, along with operations in web-based enterprise solutions, communications
software, and network design and consulting services, Lucent Technologies executives viewed
their Enterprise Network Group as a candidate for divestiture. How could they spin off the
business and sustain the brand identity already established for the unit? What communication
alliances would they need? Would Wall Street punish or praise such a move? How would their
primary business partners react? How could they prepare for such a move and still retain
confidentiality? 5 pp. Case # 01-01. (2001)

Macy’s controversial conversion of Chicago’s State Street Marshall Field’s store is just one of
many branding and customer loyalty challenges facing Macy’s Inc. today. After converting over
800 stores nationwide, Macy’s focus is to remain relevant and competitive by managing
customer perception of quality as well as reinvigorating the department store experience. 12 pp.
Case #08-08. (2008)

Major League Soccer faces an evolving financial, branding, and safety crisis concerning the limited use of artificial turf surfaces, sparking player complaints and protest. Commissioner Don Garber must respond to the league’s most influential star refusing to play in games on artificial turf, citing increased health and safety risks. 17 pp. Case #19-07 (2019)

Maria Sharapova, the world’s highest-paid female athlete for 11-straight years and five-time Grand Slam tennis champion, admitted testing positive for the banned drug Meldonium during the 2016 Australian Open. Following her admission, sponsors such as Nike, Porsche, and Tag Heurer quickly distanced themselves from Sharapova as she began her two-year suspension. This case examines the consequences on Sharapova and her multi-million-dollar brand, the value of celebrity endorsements and their associated risks, and the effects of social media reactions during a crisis. 11 pp. (2017)

In 2012, a shooting in Florida rose to national prominence after it was revealed that no charges
would be pressed against the 28-year-old man who shot and killed an unarmed teenager who was
carrying a bag of Skittles candies at the time of his death. The brand became a central symbol of
the controversy as discussions about the shooting grew on social media and protests arose
throughout the country. 10 pp. Case #15-06 (2015)

McDonald’s is preparing for a nationwide launch of oatmeal and simultaneously ramping
up its use of social media to promote the product. The company continues to face criticism
for contributing to America’s obesity problem. How can McDonald’s position itself, through
social media and healthy products, to counteract this belief? 9 pp. Case #10-09 (2010)

Infant formula producer Mead Johnson Nutrition Company needs to determine what its response should be when its flagship product, Enfamil, is linked to an infant’s death from Cronobacter sakazakii. Despite no hard evidence of contamination, retailers voluntarily pulled the item off the shelves as a precaution. Case # 12-07 (2012)

Motorola, the producer of some of the most popular phones on the market, has recently fallen in the public estimation. With their last success dating back to 2004, the company’s future may hinge on its newest product, the Android smartphone. With the right outlook and communication, could it be the company’s savior? 13 pp. #10-05 (2010)

In August of 2016, Mylan Pharmaceutical came under public scrutiny for its highly priced EpiPen, a drug used to treat life threatening allergic reactions. “EpiGate” erupted almost overnight, as EpiPen customers took to social media to voice their frustrations. Mylan was accused of using “greedy robber baron” tactics against a helpless customer base. Mylan issued several price-related reparations to its customers (increased rebates, generic product offerings). A month later, Mylan was still struggling to silence its critics. Why did Mylan’s responses fail to address their concerns? What was missing in Mylan’s strategy? This case illustrates (a) the influence of social media on corporate reputation (b) the difficulties of balancing business strategy and public approval and (c) the principles of successfully responding to negative news media. (A) Case, 7 pp. Case #17-04. (2017)

After ten years of meteoric rises in revenue and subscription customers, a series of
communication blunders has put Netflix in a perilous position. Netflix has mishandled
key communications regarding account and fee changes affecting its customers. In three
months, Netflix has since seen its company’s stock price plummet more than 60 percent.
Case # 12-08 (2012).

On September 4, 2018, Nike, Inc. launched a new ad campaign featuring, Colin Kaepernick, a professional athlete with a highly polarizing image. Kaepernick, known for kneeling in protest during the national anthem at National Football League games, immediately drew criticism from the public. Over the next two days, Twitter ignited with calls for a boycott and images of people burning and destroying Nike products. Nike stock price began falling and consumer favorability, even among key demographics, continued eroding. How can Nike rein in the anger at their brand? Or, should they take advantage of it? 11 pp. Case #19-08. (2019)

Progressive Insurance faced a widespread public relations crisis when Matt Fisher took to his personal Tumblr site to post a scathing account of his family’s experience with the company who insured his deceased sister. The blog entry went “viral” overnight, panning Progressive’s use of their attorney to seemingly assist in the defense of the driver who collided into his sister’s automobile, taking her life. This case examines the moral, economic, and legal views of business decision-making, as well as the social media consequences of a perceived imbalance between the three approaches. The question for Progressive Insurance is how to best mitigate the negative consequences of the current social media crisis and to avoid any recurrence. 13 pp. (Case # 13-05)

General Motors Corporation, once the largest car manufacturer in the world, is now a cautionary tale for corporate complacency. After requesting government assistance during the Great Recession and subsequently, filing for bankruptcy, the company must rebuild its reputation and address stakeholder concerns as it prepares to return to the public markets. 18 pp. 10-12 (2010)

On January 20, 2014 The Huffington Post published an article about research into possible health risks associated with Spanx, the market leading shapewear company. A few weeks later, the company made an announcement that the CEO was stepping down amidst rumors of a potential Initial Public Offering (IPO). Spanx must decide how to respond to mounting media attention. Case #14-03. 15 pp.

Following a period of slow sales and rapid company change, Starbucks Coffee Company designed and launched a new logo created to reflect the new direction of the company. While some companies have been successful with their logo redesigns, several have failed and experienced lost revenues in the process. Additionally, Starbucks faces more intense competition and possible negative reactions from the public. Management must first decide if it will go forward with its new logo and if so, how to plan the roll out and sell it to the market and its customers. 13 pp. Case # 11-01 (2011)

On December 18, 2013, a specialty blog site released an article alleging that Target had fallen victim to a serious data breach, exposing forty million customers’ credit card information. This case explores the circumstances leading up to the breach and how Target will manage its reputation in the aftermath. 8 pp. (Case 14-01)

Boeing, the world’s largest aerospace company, was in the midst of a successful branding
campaign when disaster struck. Four Boeing jets were hijacked in the 9/11 terrorist attacks on the
United States. The attacks provided shocking views of Boeing planes striking the World Trade
Center, and created contrasting images with the Boeing advertisements. CEO Phil Condit must
determine whether continuing with the branding campaign would cause more harm than good to
the Boeing image. 9 pp. Case #02-06. (2002)

On Thanksgiving Weekend 2009, professional golfer Tiger Woods crashed his Cadillac Escalade outside his Florida home. The incident led to the accusation and subsequent admission that Woods had been carrying on extramarital affairs for years. As a result, Woods’s reputation was severely damaged and now stands in direct contrast to the values of the Tiger Woods Foundation, a charitable organization that he founded. The Foundation must now manage to carry out its mission while its founder and namesake remains out of the public sphere. 10 pp. Case #10-07 (2010)

Disney's California Adventure was part of an effort to increase traffic to the Disneyland Resort in
Anaheim, and entice visitors to extend their vacations. With a goal of at least seven million
annual visitors, the park underperformed and was widely criticized. California Adventure
threatened to erode Disney’s brand equity. 10 pp. Case #11-06 (2011)

Publishers, editors and journalists at The Washington Post find themselves in a life-and-death struggle to defend their work against allegations of “Fake News.” The issues at play include a responsibility for the paper to fairly report the news, as well as the responsibility of the public to critically analyze, but be receptive to, truthfully reported facts. 15 pp. Case #18-06. (2018)

Theranos became one of the most exciting start-ups in Silicon Valley when it introduced a simplified blood testing method that had the potential to help countless people. However, a 2015 Wall Street Journal article changed everything. Suddenly, Theranos went from being viewed with praise to suspicion. Will regular, transparent communication save this once-promising biotech firm from extinction? 16 pp. Case # 17-11. (2017)

Barry Sternlicht is leading the launch of a new, upscale lodging brand: W Hotels. The brand will
combine the reliability of large hotel chains with the unique style of independent boutique hotels.
The W brand targets young business travelers, but brand managers recognize many other
audiences they must reach for the new venture to succeed. Sternlicht understands that he needs to
do more than sell hotel rooms; he must send a message to consumers and financial analysts alike.
9 pp. Case #01-09. (2001)

On June 25, 2015, Whole Foods finds itself embroiled in controversy when the New York Department of Consumer Affairs releases a report alleging the company systematically overcharged on their packaged goods and inflated prices for the customer. This further damages Whole Foods reputation as a “Whole Paycheck,” overpriced retailer that the company’s leadership must respond to. (A) 16 pp. (B) 3 pp. Case #16-08 (2016)

In August of 2009, the founder and CEO of the successful natural and organic food company Whole Foods Market published an op-ed in the Wall Street Journal espousing a position on the highly contested national health care debate that many perceived to be at odds with the company’s core customers. In the midst of a slow news month, the media seized on the apparent contradiction, and many diverse interests used the ensuing attention to further their own agendas. 14 pp. Case # 10-01 (2010)

After an extensive study, Xerox decided to undergo a rebranding. After unveiling a new logo, the
challenge is to A) roll out the new logo, B) change perception that Xerox only makes copiers, and C)
demonstrate that the rebranding was worth the multimillion dollar investment. 8 pp. Case #08-12. (2008)

YouTube, the most popular Internet-based video-sharing platform, offers prolific content creators an opportunity to monetize videos for advertising revenue. While YouTube has published policies regarding what content is permissible, recent controversial videos have advertisers abandoning from the platform. YouTube must decide whose interests to prioritize: its content creators, viewers, or advertisers. 14 pp. Case #18-07. (2018)

In October 2019, the Houston Rockets General Manager tweeted in support of the Hong Kong
Protests. The tweet was met with outrage by the Chinese government and many Chinese fans.
After calling the tweet “regrettable” the NBA then found itself under fire in the United States for
seeming to have bowed to Chinese censorship demands. NBA Commissioner Adam Silver must
now decide how to balance the league’s business interests in the Chinese market with support for
free expression. 11 pp. Case #20-01 (2020).

After a terrorist attack at the Pensacola Naval Air Station, Apple received immense public pressure to comply with the FBI’s request to assist in unlocking the encrypted iPhone of the attacker. Apple’s evolving technology will open the company up to further concerns about user privacy that will need to be addressed. 10 pp. Case #20-03

On June 10, 2020, the editor-in-chief of Conde Nast magazine Bon Appétit resigned amid allegations of racial discrimination. The publisher faces criticism from the public as well as its own employees over racially biased pay inequality involving the brand’s YouTube channel. A number of employees resign. All new content production has ceased while the matter is being resolved. Conde Nast must hire a new editor-in-chief. What other actions should the magazine take to rebuild trust with readers and staff? 14 pp. Case #20-04

Fast Fashion companies, including H&M, have grown considerably since the 1990s by satisfying consumers’ insatiable appetite for the latest fashionable trends at low prices. H&M’s newest CEO, however, must rethink the company’s business model and sustainability initiatives following recent global awareness and protest of fast fashion’s unfavorable environmental and social impact. 11 pp. Case #20-07

In preparation for the holiday shopping season, Peloton, a home exercise equipment manufacturer and workout streaming service, created controversy with one of its advertisements in 2019. A number of reactions accused the company of reinforcing sexist stereotypes. The aftermath included a loss of more than $1 billion in market value, social media outcry, and the creation of a number of parodies mocking the Peloton commercial. The company now hopes to rebound from its financial and reputational damage, just before the holiday season. 16 pp. Case #20-08

The death of George Floyd sparked a cry for racial justice that infiltrated every aspect of American life in the summer of 2020, including business marketing and product branding. The racist history surrounding the Aunt Jemima pancake mix and syrup line compelled Quaker Oats Company to review their product portfolio. While Quaker wants to protect the reputation of the brand and comply with social change, re-branding presents serious complications for a categoryleading product. 12 pp. Case #20-09 (2020).

The Washington Redskins professional football team face a new social climate with the sudden rise of power and influence of the Black Lives Matter Movement. The team, its owners, sponsors and fans confront a momentous shift in American tolerance for racially charged brands following the death George Floyd in 2020. Sponsorship arrangements, logotypes, even the team’s name are under fire. 8 pp. Case #20-10 (2020).

On January 6, 2021 insurrectionists rioted at the capitol building in Washington, D.C., claiming they wanted to stop certification of the electoral ballots naming Joseph R. Biden as 46th President of the United States. Investigations by independent news gathering organizations and Twitter, Inc. revealed a purposeful and continuing series of actions on the part of Donald J. Trump, 45th President of the United States. To assist in restoring order and to prevent further damage, Twitter, Inc. indefinitely suspended Mr. Trump’s Twitter account. A loud, vocal exchange ensued and the rapidly growing California start-up was faced with reputational and legal challenges of several sorts. 10 pp. Case #21-05 (2021).

Anheuser-Busch InBev: Dylan Mulvaney and the World oflnfluencers Brady, B.; Wallick, J.; and O'Rourke, J. S. (editor)

This case examines the interaction of corporate communication, brand influencers, and social media. In 2023, Anheuser-Busch InBev agreed to a professional promotional relationship with trans-advocate Dylan Mulvaney. As a result, backlash from anti-trans critics has substantially damaged the Bud Light brand Additionally, this case explores the increasing consumer demand for companies to become corporate advocates on behalf of social issues. 12 pp. Case #23-09 (2023)

Categories/Keywords: Anheuser-Busch InBev, Bud Light, Dylan Mulvaney, Celebrity Endorsements, Corporate Communication, Corporate Advocacy, Social Media, Social Issues, Brand Management.

Dollar General Corporation: Brand Image, Food Deserts, and Growth Chan, R.; Ottolino, N.; and O’Rourke, J. S. (editor)

This case examines attempts to unionize Dollar General Corporation, an important and growing

U.S. retailer. Workers’ attempts to form a collective bargaining unit have encountered substantial opposition, stemming from the company’s antipathy to unions, offering low hourly wages, and engaging in what some see as unfair labor practices. Recent organizing initiatives, however, point to a potential change in the labor market. 20 pp. Case #23-01 (2023)

Keywords: Employee Relations, Conflict Management, Retail Sales, Employment Ethics, Investor Relations, Unionization

Adidas AG: Kanye West and Corporate Brand Ambassadors Carmolingo, T.; Ingram, B.; Love, A.; and O’Rourke, J. S. (editor)

This case examines the termination of the nine-year partnership between Adidas AG and music artist Kanye West, following West’s antisemitic comments on social media. The case explores the immediate public reaction, the subsequent actions of Adidas, and the financial implications for Adidas. The case also explores the risks and rewards associated with celebrity endorsements in the athletic footwear industry and analyzes the effect of such endorsements on brand reputation. The case concludes by discussing the company’s efforts to recover from the fallout and the ongoing challenges the company faces from shareholders and sneaker buyers. 13 pp.

Case #23-08 (2023).

Keywords: Adidas AG, Kanye West, Yeezy, Celebrity Endorsements, Athletic Footwear Industry, Brand Reputation.