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)

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)

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)