America’s second-largest retailer tries to bolster profits in its credit card division by aggressively
pursuing delinquent customers. Unknown to CEO Arthur Martinez and his senior team at Sears
is the company’s action against more than half-a-million credit card holders who had filed for –
and been granted – protection in bankruptcy court. Martinez ponders what to do as Federal
attorneys file criminal charges against the company. 4 pp. Case #00-05. (2000)

Airbnb, a rapidly growing peer-to-peer rental property platform, faces scrutiny and backlash for its actions after teenage guest, Jacob Lopez, claims to have been sexually assaulted by his host. The case discusses the struggles associated with a rapidly growing company in the sharing economy. To provide a proper framework for analysis, the case also details a brief history of Airbnb’s responses to similar previous incidents. How does Airbnb protect its guests from harm with little to no control over the behavior of its hosts? (Or, vice versa?) What communication tactics need to be implemented to respond to future hazardous incidents? 15 pp. Case #16-03 (2016)

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)

A mid-size manufacturer of electrical equipment buys out a competitor and discovers improperly
disposed polychlorinated biphenyls on the property. Though he is guilty of no wrongdoing, the
CEO must move quickly to deal with the concerns of employees, shareholders, customers,
suppliers, and the neighboring community, which suspects the company of complicity in
contamination of the local water supply. 9 pp. Case #97-01. (1997)

After the successful 2010 launch of Apple’s iPhone 4, complaints of dropped calls and reduced
signal began to pour in from major tech blogs. Apple’s initial response was to deny it had a
hardware issue. Soon after, Consumer Reports released a review that labeled the device “Not
Recommended.” How can Apple address the problem while being forced to backtrack on several
communications missteps? (A Case, 9 pp; B Case, 3 pp) Case # 10-08 (2010)

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)

On September 5, 2007, Apple, Inc.’s Steve Jobs announced a 33% price decrease in his company’s
newest gadget, the iPhone. The announcement came only ten weeks after the phone’s initial introduction
in late June. Billed as a revolutionary product that would change the mobile communications industry,
the iPhone retailed at $599 in Apple and AT&T Wireless stores throughout the country. Unfortunately,
the initiative set off a wave of backlash as early iPhone adopters flooded internet chatrooms and sent
scathing emails to company executives exclaiming their distaste for the company’s actions. Analysts and
investors shared similar concerns as Apple’s stock price dropped 6.1% on the date of the announcement
amidst fears that the price reduction was fueled by weakening demand for the company’s newest
"blockbuster" product. Going forward, Steve Jobs and his executive management team must develop a
strategy that will effectively respond to consumer complaints and simultaneously suppress investor
concerns. (A) Case, 14 pp. (B) Case, 3 pp. Case #08-05. (2008)

The famed accounting firm Arthur Andersen fights for its very existence after one of its largest
clients, Enron, falls from the top ranks of the Fortune 500 to bankruptcy in a matter of months.
Investigations by the U.S. Department of Justice and the SEC force Andersen to reveal its role in
the destruction of thousands of Enron-related documents. Andersen CEO Joe Berardino must
find a way to regain the public’s trust in the firm and its audits, as well as convince the
Department of Justice that Andersen should not be prosecuted for its actions in the Enron
collapse. (A) Case, 23 pp. (includes 16 pages of attachments). (B) Case, 10 pp. (includes 7 pages
of attachments). Case #02-05. (2002 & 2004)

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.

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)

Bayer responds to concerns about Phenlypropanolamine (PPA) found in its key brand,
Alka-Seltzer Plus, by co-sponsoring a study to assess the safety of the ingredient. The study finds
that PPA does carry a risk, and the Federal Drug Administration requests a voluntary recall.
Bayer must confront the media’s distorted interpretation of the recall before it taints the
reputation of Alka-Seltzer Plus and other important Bayer brands. As it enters the peak season
for flu and cold medications, Bayer must also decide how to respond to a recall as it faces losses
from promotional campaigns and sales, as well as a loss in consumer confidence. 14 pp. Case
#01-13. (2001)

This case study focuses on Raelyn Campbell, a former Best Buy customer, who is suing the company for $54 million. Campbell states Best Buy lost her laptop - while being serviced for repairs - and tried to cover up its disappearance for more than five months. Additionally, Best Buy failed to address her concerns about identity theft when she acknowledged that years worth of tax returns were still on the missing laptop. The company must now decide how it will manage its image in response to this allegation and devise a communication strategy to further address customer concerns and privacy issues. 14 pp. Case #09-01. (2009)

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)

Campbell’s Soup Company released a statement on January 7, 2016 announcing its support of mandatory national labeling of products that may contain genetically modified organisms (GMOs), and became the first major food company to begin disclosing G.M.O. ingredients in its products. How will this affect sales, and what strategies should the company use in future to communicate its position in the GMO debate? 20 pp. Case #16-04 (2016)

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)

Facing a large budget deficit, the CTA discontinues service on some of its least profitable routes.
Unfortunately, many of those routes are in some of Chicago’s poorest neighborhoods. The CTA,
already under pressure for its lack of efficiency and convenience for the riders of the system,
must try to maintain the public’s trust and confidence. 4 pp. Case #00-27. (2000)

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)

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)

On September 27, 2004, ChoicePoint, a company that stores and sells critical personal
information, discovered possible fraudulent activity within its network of databases. On further
investigation, ChoicePoint security officials realized that they may have allowed identity thieves
in Los Angeles, who acted as legitimate business clients, to access more than 110.000 people’s
personal information. CEO Derek Smith and Communications Chief James Lee are faced with
explaining the loss to clients, the press, the public, and those who may have been compromised.
They also face the daunting task of restoring confidence in the company. (A) Case, 7 pp. (B)
Case, 6 pp. Case #06-07. (2006)

Dean Kamen, a self-made entrepreneur and America’s most famous inventor, reveals to the
world his latest invention, the Segway Human Transporter. While the Segway has many
commercial uses, Kamen’s vision is that his invention will become the preferred mode of
transportation in American cities. In order for that to happen, Kamen must convince the public
and Wall Street that the Segway HT is the way of the future. (A) Case, 6 pp. (B) Case, 2 pp. Case
#02-13. (2002)

After deeming Dell’s customer service unsatisfactory, Jeff Jarvis, a well-known Internet blogger, posted an extremely critical open letter to the company’s CEO. Within a matter of days, Dell had a full-blown crisis on its hands and was forced to reconsider how to deal with emerging technological platforms used by customers to communicate information and opinions. (A) Case, 6 pp. (B) Case, 3 pp. Case #09-02. (2009)

DoubleClick, an online advertising solutions company, purchased Abacus Direct, a marketer of
consumer purchase data, with the intent of combining the companies’ databases. DoubleClick
came under fire when privacy rights groups and the public feared their privacy would be
compromised by combining the databases and the technology itself. DoubleClick was forced to
implement a privacy plan to demonstrate its commitment to its customers’ satisfaction. (A) Case,
6 pp. (B) Case, 1 p. Case #00-30. (2000)

In November 2007, Facebook introduced Beacon, a feature designed to share a user’s online activities
with friends. With concerns for their privacy, outraged Facebook users began expressing their negative
feelings about Beacon. The feature soon become a privacy nightmare for the public, instead of the
beneficial addition Facebook envisioned it to be. Now the company is left wondering how to handle its
mistakes while maintaining a delicate balance between revenue growth and user privacy. 8 pp. Case
#08-07. (2008)

In 2014, the National Academy of Sciences published a study about an emotional contagion experiment that Facebook conducted on almost 700,000 of its members. Unbeknownst to test subjects, Facebook manipulated the newsfeeds certain members received and studied their reactions. This led to media coverage that called into question Facebook's ethics and corporate procedures. This case examines media and network user backlash to the experiment, and looks at Facebook’s policy on behavioral studies. 8 pp. Case #16-02. (2015)

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)

A rapidly-expanding retail grocery chain in North Carolina is the subject of an undercover
investigation by ABC Television’s PrimeTime Live. While company executives are shocked at
what they see on videotape, they are outraged by the deceptive tactics used to gain access to their
stores, and the selective, misleading way in which the tape is edited. Corporate reputation, share
price, and the company’s expansion strategy are all at stake as CEO Tom Smith and his corporate
communication team decide how to respond. (A) Case, 3 pp. (B) Case, 2 pp. Case #99-05. (1999)

Gilead Sciences’ hepatitis C drug, Sovaldi, proved more effective than the competition and was priced in line with market conditions. However, extremely high cost and large patient population captured the attention of the media, the public, NGOs, and even the government. The controversy deepened when the company revealed the cost in developing countries would be roughly 1% of the cost in the U.S. Case #14-10 (A)12 pp (B) 4 pp. Case # 14-10 (2014)

Street View is a new Google application giving 360 degree panoramic views of select U.S. cities. The
media and Google users have voiced concerns about the images displayed on Street View. Google must
continue to develop new and innovative products to increase its user base without over stepping the
boundaries of individual privacy and security. 8 pp. Case #08-03. (2008). Revised: 2009.

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)

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.)

In September of 2006, Hewlett-Packard Company submitted a filing to the Securities and Exchange
Commission revealing boardroom intrigue and a corporate spy scandal. Responding to information leaks
from within the board of directors, board chairwoman Patricia Dunn had authorized an internal
investigation using illegal investigation techniques to gain access to the confidential phone records of
board members and several news media reporters. Hewlett-Packard, once a well-respected technology
corporation, now faces chaos in its boardroom, challenges to its ethical values, and various government
investigations. As the company picks up the pieces, it must find a way to restore customer and employee
confidence in its commitment to security and the right to privacy. 12 pp. Case #06-19. (2006)

The world’s largest home improvement retailer is under fire. A number of fatalities at Home
Depot stores across the nation since 1992 have finally come to the public’s attention. The parents
of a 3-year-old girl refuse to sell their silence about what they consider to be poor safety rules in
the stores. The family stops negotiations with the company on the issue, and Home Depot
management must decide how to react to the allegations of poor safety standards while under
intense public scrutiny. 8 pp. Case #01-12. (2001)

The world’s computer chip technology leader is faced with the dilemma of consumer privacy
versus the rapidly changing technology the company has developed. The Pentium III chip has the
capability of releasing a PSN which will provide information on users who access Internet web
sites. Intel proposes that the technology provides increased consumer security while privacy
advocacy groups claim there will be a loss of privacy and worse consumer information could be
shared with other companies. 5 pp. Case #00-09. (2000)

In the aftermath of the 9/11 attacks, security on the nation’s commercial airlines becomes a
significant issue for the government, carriers, and passengers who fly each day. In response to a
request from a U.S. Defense Department contractor, JetBlue turns over detailed information
about passengers traveling on the discount carrier, including travel dates, destinations, home
addresses and credit card numbers. After initially denying the charge, JetBlue officials later
defend their actions. Privacy advocates, homeland security officials, and other commercial
airlines wait for public reaction to JetBlue’s actions and statements. 9 pp. Case #04-06. (2004)

For over 100 years, J&J and the ARC had had a working agreement that gave J&J the right to use
the Red Cross symbol for commercial and for-profit products, while the ARC was allowed to use
the symbol in any way it wanted so long as it promoted its humanitarian and non-profit mission
given to the ARC by Congress. This all changed in 2004 when the ARC began licensing the
symbol out to manufactures to produce for-profit goods to be sold in big box retailers and other
stores. After attempts at mediation failed, J&J was left with no choice but to sue. The case will
promote discussion of how companies and organizations should react to lawsuits and what
communication channels need to be addressed by these groups under such circumstances. 7 pp.
Case #08-04. (2008)

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)

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)

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)

Foot-and-Mouth Disease, Mad Cow Disease, and related headlines create a hostile environment
for meat in Europe. The first case appears in 1996, with others following in late 2000 and early
2001. While McDonald’s has impeccable quality and safety standards, a blow from the publicity
of these catastrophes is inevitable. Crisis management teams must try to alleviate public fears
about eating at McDonald’s in order to offset the financial impact on their European division. To
manage the situation effectively they must prepare to face the press, consumers, shareholders and
anti-meat activists. 13 pp. Case #01-11. (2001)

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)

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 14, 2005, Northwest Airlines filed for Chapter 11 bankruptcy. During the weeks
leading up to the decision, Northwest was burning through $4 million in cash a day, carried $8.1
billion in long-term debt, and had pension plans underfunded by $3.8 billion. With fuel prices
increasing at record rates, a shortage for demand in the airline industry, and a mechanics strike
leaving unfruitful negotiations, something had to be done. Under the protection of bankruptcy,
CEO Douglas Steenland, believes that Northwest can settle labor issues and reorganize the firm’s
cost structure to compete with the discount airlines. Steenland hopes Northwest can emerge
from the bankruptcy stronger than ever. Critics wonder what tactics Northwest might employ to
survive this turbulent industry. 8 pp. (2005).

A successful west coast producer of all-natural juice drinks confronts disaster when customers
are poisoned by E. coli bacteria in its unpasteurized products. CEO Greg Steltenpohl must decide
not only what to say to customers, shareholders, suppliers, and business partners, but whether to
change his company’s fundamental business practices. (A) Case, 11 pp. (B) Case, 2 pp. Case
#99-01. (1999)

A diner in a national restaurant chain has a terrible customer-service experience and writes to the
CEO describing an evening in his restaurant. Issues include customer perceptions regarding time,
cheerfulness of service, and appropriate dialogue. 3 pp. Case #94-10. (1994)

Pacific Gas and Electric Company (PG&E) is one of the largest electric and gas utilities in the
United States. Higher oil prices, interest rates, and the Clean Air Act of 1970 caused slowing
growth for the industry, but federal legislation is passed to stimulate competition. By 1997,
however, California legislation begins to restructure the electric industry to protect consumers
from high costs, forcing PG&E into financial ruin. As California residents begin to experience
rolling blackouts, PG&E must withstand the disaster that deregulation is causing the company, as
well as draft a plan to maintain relations with consumers, regulators, legislators, and others. 10
pp. Case #01-03. (2001)

Samsung Electronics Company, Ltd. experienced the most serious business problem in its history following reports that lithium ion batteries in the company’s Galaxy Note 7 smartphone were exploding and catching fire in 2016. This case examines technical malfunctions associated with the product failure, as well as Samsung’s and the mobile industry’s reaction to the crisis. This case further explores the financial and brand reputation damage to Samsung Electronics, along with other contemporary issues that affected the South Korean industrial giant. 10 pp. Case #17-10. (2017).

The leading U.S. retailer, Sears, partnered with the Italian fashion house of Benetton to bring the
edgy, casual label into the Sears stores. In February of 2000, the strategic alliance became
strained when Benetton put out a controversial ad campaign which featured inmates on death
row. The “We on Death Row” campaign was met with protest by Sears’ employees and the
public alike. (A) Case, 7 pp. (B) Case, 4 pp. Case #00-17. (2000)

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)

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)

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)

On November 30, 2006, Taco Bell closed one of its restaurants in South Plainfield, New Jersey,
in response to nine individuals who allegedly contracted the potentially deadly E. coli bacteria
from the Taco Bell restaurant. As time went on, more and more cases of E. coli related to Taco
Bell were unveiled. Taco Bell continued to lose revenue as consumer confidence in its food
quality and safety was significantly affected as a result of the E. coli outbreak. Ultimately, the
source of the E. coli was linked to Taco Bell’s lettuce and was determined to be infected with the
bacteria prior to its distribution to Taco Bell’s some 5,800 restaurants nationwide. Thus, the crux
of the business problem is imbedded within Taco Bell’s supply chain. Now Taco Bell must deal
with restoring its image, rebuilding trust with its consumers, and preventing future outbreaks.
13 pp. Case #07-04. (2007). Revised: 2009.

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)

The New York Stock Exchange investigates and fines financial services firm TD Waterhouse for
the inappropriate operation of its online trading system. Waterhouse’s WebBroker system
experienced a number of outages that prevented clients from having trades executed. Since
online trading has grown dramatically in recent years and is expected to continue growing, this
could be a critical juncture for TD Waterhouse if it wants to continue to compete in this market
segment. The company must develop a well-crafted communication strategy to address this
setback with its customers, the public, and other constituencies. 5 pp. Case #01-08. (2001)

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.

This case will examine the complex challenges of a global business which must maintain healthy
communications with customers, investors, and suppliers. The Boeing 787 Dreamliner is by most
accounts a success story of modern innovation, yet its production delays present a unique challenge for a
corporate communication officer. 7pp. Case #08-06. (2008)

On January 16, 2013, Boeing had its newest and most advanced aircraft, the 787 Dreamliner, grounded worldwide due to fires that started in the airplane's batteries. The Lithium-Ion technology used in the 787 aircraft was a new feature used in commercial aircraft as a solution to save weight. Several prior delays had already affected the introduction of the Dreamliner 787, one of the most revolutionary planes to date. Boeing is faced with high demand, costs, and pressure to respond quickly, while responding to both safety concerns and general industry concerns and loss of revenue. (Case #13-01)

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)

United Airlines struggles to meet basic customer expectations in the summer of 2000. Labor
disputes, weather problems, and the basic airline infrastructure create problems that are
beginning to defile the airline’s name. Airline Quality Ratings are down, revenues are down, and
the media are taking advantage of United’s embarrassing situation. United enacts a 12-point
customer service plan. It improves technology for customers and customer service
representatives. Finally, United launches an advertising campaign to regain customer trust and
loyalty. 12 pp. Case #01-06. (2001)

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)

Fraudulent customer account management at Wells Fargo has left the company with $185 million in fees and numerous stakeholders demanding answers from top executives. Newly promoted CEO Timothy Sloan is tasked with transforming a poisonous company culture, rebuilding a tarnished brand, and assuring investors of the financial security moving forward. (A) Case, 15 pp. (B) Case, 3 pp. Case #17-12 (2017)

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)

The Coronavirus / COVID-19 crisis of 2020 resulted government restrictions on travel, accompanied by a public loss of confidence in the safety of air transport, all of which led quickly to a decline in revenue for airline companies. American Airlines has implemented a number of important changes, but their survival in an unstable environment and unpredictable consumer market depends on whether these changes are sufficient to ensure safe travel and encourage the flying public to take to the air again. Case #20-02

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

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

In February 2021, Storm Uri devastated an unprepared Texas which resulted in mass power outages across the state. Texans faced low temperatures, food shortages, water shortages, and power outages during the storm and high electricity bills after. When electricity demand exceeded supply, electricity prices per kilowatt-hour soared, leaving many Texans with monthly electricity bills in the thousands. ERCOT is responsible for ensuring the reliability of electric service for 90 percent of the state, despite not owning the Texas grid or setting prices, and has been highly criticized for its decision making during the event by Texas politicians, residents, and the media. 15 pp. Case # 21-02 (2021) 

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.

Live National Entertainment:

Music Industry Dominance and the Taylor Swift Ticket Debacle

DeLaMater, W.; Otchere, M.; Trematerra, L.

Live Nation Entertainment, a major concert manager, promoter, and ticket agency, faces intense criticism from artists, fans, and regulators after mishandling Taylor Swift’s Eras Tour ticket presale. Increasing scrutiny of Live Nation’s business practices and scope of operations raises questions and serious concerns regarding monopolistic power and competition throughout the music promotion and ticketing industry. 15 pp. Case #23-02 (2023)

Keywords: Taylor Swift, New Eras Tour, Ticket Presale, TicketMaster, Anti-Competitive Practices, Monopolistic Behavior

Uber Technologies, Inc.: Surge Pricing and Consumer Reaction Tonongbe, G.; Pontarelli, A., and O'Rourke, J.S. (editor)

Ride-sharing giant Uber Technologies, Inc. has begun using algorithms to employ dynamic pricing strategies, popularly known as surge pricing. The company, long viewed as a disruptive force in the collaborative consumption sector now faces controversy, as well as legal and regulatory challenges. While surge pricing aims to optimize supply and demand, stakeholders' perspectives vary widely, prompting debate on fairness and unpredictability. Can surge pricing become more equitable and beneficial for all parties involved. 18 pp. Case #23-06 (2023).

Keywords: Uber, Surge Pricing, Dynamic Pricing, Ride Sharing, Ride-Sharing, Fair Pricing.

Target Corporation: Pride Merchandise and Consumer Reaction Bao, L.; Swanson, A.; Mubvuma, S.; and O’Rourke, J. S. (editor)

As discussions on LGBTQIA+ inclusivity persist, the public debate continues about whether publicly traded organizations should voice their opinions through public advocacy. This case study spotlights Target Corporation and its twelfth annual Pride Collection launch. Target faced unforeseen financial and safety consequences in response, prompting merchandise removal.

Their future involvement in the LGBTQIA+ community remains uncertain. 9 pp. Case #23-07 (2023)

Key Words: Inclusivity, Business Strategy, LGBTQIA+, Crisis Management