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 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.

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)

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 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)

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)

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)

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)

In the summer of 2012, Chick-fil-A President and COO Dan Cathy sparked controversy by sharing his biblical views on family and marriage with the Ken Coleman radio show and the Baptist Press. At one point, he asked for God’s mercy on a generation that holds “such a prideful, arrogant attitude” with “the audacity to define what marriage is all about.” Advocates of same sex marriage responded with a boycott, which then drew reactions from supporters of Cathy and traditional marriage. This case study explores the fallout after a corporate leader publicly speaks his mind on a contentious social issue. 16 pp. Case #12-11 (2012)

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)

A mid-size, non-union healthcare company confronts a racial incident on the loading dock. Issues
include leadership, cultural diversity, management structure, and conflict resolution. An
alternative version of issues discussed in Hayward Healthcare Systems, Inc. (94-05-2) 3 pp. Case
#94-05-1. (1994)

The University of Surrey has filed multiple patents in the United Kingdom on behalf of an
Artificial Intelligence (AI) Robot, Device for the Autonomous Bootstrapping of Unified
Sentience (DABUS). The two ideas were artificially created by DABUS without any human
intervention, but for centuries, intellectual property ownership has been created on behalf of
humans. With improving computing power and abilities of Artificial Intelligence, the need to
copyright for non-human beings is being called to question. This case study analyses the
question: should the University of Surrey, or any other entity, be allowed to apply for intellectual
property protection on behalf of an AI robot or algorithm? 18 pp. Case # 19-15 (2019)

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)

On January 12, 2010, Google posted a message on its Official Blog announcing that the company would no longer cooperate with the Chinese government’s demands for limited censorship of Internet searches on its Google.cn portal and that it may withdraw from the Chinese market entirely. Has Google reversed its corporate position following its controversial 2006 entry into the country? How do Google’s actions reconcile with its corporate motto, “Don’t Be Evil?” What are the implications for Google’s future profitability? 10 pp. Case #10-03 (2010)

An 81-year old woman is killed by a grain truck as she tries to cross a busy highway on her way
to work. In response, the trucking company’s insurer sues the woman’s estate for damages to the
truck. The greater damage is to the company’s corporate reputation. This cases focuses on the
role of corporate communication in legal decisions. (A) Case, 4 pp. (B) Case, 3 pp. Case #99-03.
(1999)

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.)

A mid-size, non-union healthcare company confronts a racial incident on the loading dock. Issues
include leadership, cultural diversity, management structure, and conflict resolution. An
alternative version of issues discussed in Deerfield Hospital Supply, Inc. (94-05-1) 3 pp. Case
#94-05-2. (1994)

For five years Mark Hurd has enjoyed dramatic success as the CEO of Hewlett Packard, turning the company’s PC division around and getting the company back in the black through aggressive cost-cutting, including the elimination of 14,500 jobs. However, employee morale is through the floor and there may be high turnover costs down the road. When Hurd is accused of sexual harassment by a female contractor, and her attorney is the high-profile feminist Gloria Allred, H-P’s Board of Directors has a very difficult decision to make. Should the board use the sexual harassment accusation as an excuse to oust the wildly successful – but unpopular – CEO? (A) Case: 9 pp.; (B) Case: 4 pp. Case #10-13
 

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).

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)

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)

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)

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).

By July 2011, News Corporation and one of its UK newspapers, News of the World, faced mounting pressure over revelations that it hacked into cellphone voicemails of crime victims, war widows, celebrities, government officials, and even members of the Royal Family. This case examines the events leading up to the peak of the crisis, as well as the communications that News Corporation undertook to address stakeholder concerns throughout the emergence and escalation of the scandal. Case # 12-09 (2012)

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)

On August 24, 2012, a jury in the U.S. District Court for the Northern District of California found that Samsung mobile devices infringed six Apple patents, awarding Apple $1.05 billion in damages. The lawsuit was a battle of the largest smartphone manufacturer, Samsung, and the world’s largest company, Apple. Samsung must decide what actions they should take in response to the outcome reached by the jurors. Decisions at hand include trial proceedings, public communications, and research and development philosophy changes. 13 pp. Case #12-12 (2012)

This case explores a crisis that emerged following the highly publicized death of Dawn Brancheau, a senior SeaWorld trainer, who was killed by an orca named Tilikum in 2010. Ms. Brancheau was attacked during a live show at the Orlando Marine SeaWorld Park. The audience watched in horror as the attack resulted in her death. Soon thereafter, in August 2010, the Occupational Safety and Health Administration (OSHA), a governmental agency in the United States, cited SeaWorld for placing profits above employee safety after investigating the circumstances of Ms. Brancheau’s death. OSHA’s new legislation made it nearly impossible for orcas and humans to interact with each other during shows, disrupting SeaWorld’s business model. The court case received significant media attention. Further, in 2012, a documentary called Blackfish was released in response to her death, and it ignited debates about the ethical dimensions of keeping orcas in captivity for entertainment purposes. (A)11 pp. (B)5 pp. Case #14-04 (2014)

The date was April 30, 2011 and Sony shares had just fallen by more than 5% on the Tokyo Stock Exchange. The corporation was suffering through a chaotic time period in its gaming division. Hackers had invaded the PlayStation Network roughly two weeks earlier. They crippled the network and gained access to personal information, including credit card data, for roughly 77 million users. How can Sony resolve this dire situation and patch up the damage that has been done? (A) 16 pp. (B) 6 pp. Case #11-12. (2011)

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.

Taco Bell was served with a lawsuit on January 19, 2011, alleging the restaurant chain’s taco mixture did not contain enough beef to meet USDA requirements to be called “ground beef.” The company’s initial reaction was to include full-page newspaper ads in local and national newspapers headlined, “Thank you for suing us.” However, this is just the beginning of Taco Bell’s efforts to communicate the truth and repair its damaged reputation. 8 pp. Case #11-02 (2011)

A father complains about pregnancy related coupons addressed to his teenage daughter. Target’s predictive analytics had determined his daughter was pregnant and targeted her as a customer before she broke the news to her father. Target must react in the face of a largely publicized article about the incident. 12 pp. (Case # 13-02)

In spite of similar formulation, Swiss pharmaceuticals giant Roche has always positioned its two products Avastin and Lucentis separately, as treatments for cancer and for age-related macular degeneration (AMD) respectively. However, doctors have been prescribing Avastin for AMD treatments because of the huge price differential between the two drugs. With contamination of Avastin due to repackaging by a Florida pharmacy leading to 21 cases of patient blindness in Q3 2011, Roche faces a serious threat to its reputation and finances.

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)

Perhaps no brand is more deeply embedded in American culture than that of The Walt Disney Company. So, it was especially shocking when the company decided to use the H-1B visa system to replace hundreds of American IT workers with less costly, foreign professionals. Adding to the insult, Disney conditioned the American workers’ severance pay on their willingness to train their foreign replacements. How would Disney navigate the backlash from government officials, media and the general public? 23 pp. Case #16-07 (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)

Marissa Mayer’s decision to end Yahoo’s work from home program sparks a firestorm of media scrutiny. Yahoo, whose business it is to connect people over the Internet, finds itself at the center of a nationwide debate on workplace flexibility – even though Mayer never intended to make a broad industry statement about working from home. This case examines communication efforts to contain the conflict, and it may spark lively debate over where and when worker productivity and creativity are most likely to occur. (12 pp.) Case #13-07.

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)

Sports wagering had been illegal in the United States since 1992, creating massive illegal
markets, including 97% of all wagers ($10.1 billion) placed illegally on March Madness in 2019.
Now, with the 2018 repeal of PASPA, 42 states are considering legalizing sports wagering. The
AGA and state governments are excited to generate more revenue; collegiate organizations
including the NCAA, Power Five Conferences, and Universities are concerned for players’ wellbeing
and game integrity. How should each stakeholder respond? 13 pp. Case # 19-20 (2019)

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

In August 2020 – in the midst of a hotly contested U.S. presidential election – Donald J. Trump used the online Twitter platform to criticize Goodyear Tire & Rubber Company’s policy banning “Make America Great Again” apparel, creating a firestorm of politicized press and public outrage that lowered Goodyear’s share price. This case examines the company’s political expression policy, the fractious nature of American politics, and limits of political expression in the workplace. (A) Case, 11 pp. (B) Case, 4 pp. Case #20-06

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

Starbucks Corporation is facing a dilemma with a group of employees in Buffalo, New York attempting to form a union in response to compensation and working conditions. Starbucks faces this labor organization effort in the context of a global pandemic and distinctive challenges facing the entire service industry. 10 pp. Case #21-09

Robinhood, an online trading platform, has revolutionized the trading industry by the incorporation of payment for order flow (PFOF). The platform has drawn many amateur investors to start investing, especially in cryptocurrencies. Controversies have arisen with the widespread use of the PFOF business model that have called for regulators to step in and possibly make changes. 12 pp. Case #21-08 (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.