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PRODUCTS BY CATEGORY: Conflict Management

Amazon.com, Inc.: The Zappos Data Crisis

Authors: University of Notre Dame - Fanning Center for Business Communication

Categories: Brand Management, Conflict Management, Crisis Management, Customer Communication, Customer Relations

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: The Plus-Sized Problem

Authors: University of Notre Dame - Fanning Center for Business Communication

Categories: Brand Management, Conflict Management, Customer Communication, Manufacturing

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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)

AT&T Inc.: A Proposed Merger with T-Mobile

Authors: University of Notre Dame - Fanning Center for Business Communication

Categories: Conflict Management, Customer Communication, Customer Relations, Investor Relations, Mergers & Acquisitions, Technology

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In an effort to gain market share and technological resources, AT&T and T-Mobile USA agreed to a merger that would create the largest mobile carrier in the country. Concerned about preserving competition in the wireless telecommunications industry, the U.S. Department of Justice has filed a lawsuit to block the transaction. AT&T’s management must now decide how to convince stakeholders that the benefits of a deal far outweigh the risks. Without this merger, AT&T would need to find an alternative way to remain competitive.

AT&T Inc. and T-Mobile USA: Anatomy of a Failed Merger

Authors: University of Notre Dame - Fanning Center for Business Communication

Categories: Conflict Management, Customer Communication, Mergers & Acquisitions

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The United States’s second-largest wireless telecommunications provider attempts to create competitive advantage in the marketplace through a $39 billion merger with a top competitor. In pursuit of a merger with T-Mobile, AT&T ends up fighting allegations of uncompetitive practices and antitrust litigation from the U.S. Department of Justice. AT&T now looks for a strategy to promote the efficiencies of the deal and gain regulatory approval. Case # 12-02 (2012)

Bank of America: The Death of an Intern

Authors: University of Notre Dame - Fanning Center for Business Communication

Categories: Brand Management, Conflict Management, Crisis Management, Financial, International, Reputation Management

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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)

Bank of America's Debit Card Fee: Corporate Strategy vs. Consumer Perception

Authors: University of Notre Dame - Fanning Center for Business Communication

Categories: Conflict Management, Crisis Management, Customer Communication, Customer Relations, Financial

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In the fall of 2011, Bank of America announced a plan to begin charging customers $5 per month on debit card accounts. The announcement met with sharp public outrage. Due to the backlash, Bank of America was faced with a difficult dilemma: proceed as planned and face a public relations nightmare - or cancel the fee program, lose billions, and be forced to answer to shareholders. (Case #13-04)

Barneys New York: A Case of "Shop and Frisk"

Authors: University of Notre Dame - Fanning Center for Business Communication

Categories: Brand Management, Conflict Management, Customer Relations, Retail

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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)

Beam Inc.: The Dilution of the Maker's Mark Brand

Authors: University of Notre Dame - Fanning Center for Business Communication

Categories: Brand Management, Conflict Management, Crisis Management, Customer Communication, Food and Beverage, Social Media

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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)

BP and the Gulf of Mexico Oil Spill

Authors: University of Notre Dame - Fanning Center for Business Communication

Categories: Conflict Management, Crisis Management, Customer Communication, Customer Relations, Employee Relations, Energy, International, Investor Relations, Reputation Management

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An April 20, 2010 explosion on board the Deepwater Horizon offshore oil-drilling platform killed 11 workers, injured 17 and triggered a leak that spilled more than 206 million gallons of oil over 665 miles of coastline and 4,000 square miles of fishing waters. This case discusses the events that led to the disaster and oil spill in the Gulf of Mexico. It also outlines key figures within BP’s organization and how they factored into the long and difficult corporate communications process. (A) case, 13 pp. (B) case, 2 pp. Case # 11-04 (2011)

Carnival Cruise Lines: Fire Aboard a Stranded Cruise Ship

Authors: University of Notre Dame - Fanning Center for Business Communication

Categories: Conflict Management, Crisis Management, Customer Communication, Customer Relations, Employee Relations, Reputation Management, Transportation

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In the early morning hours of November 8, 2010, fire broke out in the aft engine room of Carnival Splendor, a 113,300 ton passenger cruise ship carrying over 3,000 guests. Although the fire was quickly suppressed, Cruise Director John Heald and the ship’s crew found themselves stranded in the Pacific Ocean, 200 miles south of San Diego. With no electricity, poor sanitation, and spoiling food supplies, Carnival Cruise Lines must determine how best to manage this unforeseen event and ensure the safety of those onboard. This crisis management case exposes the reader to the decision-making and communication challenges faced by senior leaders in the tumultuous environment following such a crisis. Case, 8 pp. (2011)

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