In 2013, Immigration and Customs Enforcement raided 14 7-Eleven stores that subjected about 50 undocumented immigrants to negligent human rights violations. In 2018, ICE conducted a raid of separately owned franchises that resulted in 21 additional arrests. The franchises were held liable. How can tension be resolved between franchises and the parent company? 9 pp. Case #19-01 (2019)

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.)

Following the 9/11 terrorist attacks, the American Red Cross collects so many donations for
victims that it creates a special fund called the Liberty Fund to handle more than $564 million.
When the public discovers significant portions of the fund will not be used for the families of
those who died in the bombing, Congress intervenes and begins investigating Red Cross’
activities. The charity is also under fire for not cooperating with other charities in the distribution
of monies or using proper screening to determine genuine requests for relief. In the midst of the
largest scandal ever for the Red Cross, its CEO and president Dr. Bernadine Healy resigns and
the Board of the Red Cross, specifically Chairman David McLaughlin, must find a way to rebuild
trust in the Red Cross and ensure the public that the funds collected are distributed properly. (A)
Case, 14 pp. (B) Case, 3 pp. Case #02-08. (2002)

In August of 2002, maintenance workers find fractured locomotive brackets and brake discs on Amtrak’s
high-speed Acela line between Washington and Boston. As a result, the Acela is taken out of service for
three years and Amtrak continues to lose money and struggle with funding for everything from
infrastructure maintenance to passenger service amenities. CEO David Gunn is faced with the most
critical circumstances in the 34-year history of the troubled passenger rail service. While Japanese and
European high-speed train services continue their profitable operations, the United States has yet to
devise a model that works. Brand strategy and building trust are at the center of the challenge for
Amtrak. 9 pp. Case #06-05. (2006)

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)

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)

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)

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)

As the United States reeled from terrorist attacks in the days following September 11, 2001, the
threat of bio-terrorism emerged in the form of Anthrax. Envelopes containing the biological
weapon began to appear in Washington, New York, and Florida. Bayer CEO Manfred Schneider
soon found his company in an unusual position. The company’s drug, Cipro, was the only
FDA-approved medication for the treatment of Anthrax. Bayer was in the international spotlight
as the press, public, and politicians began to debate whether Bayer could provide enough of the
drug to keep the U.S. population safe, and whether the company’s patent should be rescinded to
allow for generic production. Dr. Schneider must decide how to extinguish doubts without losing
his most profitable product. 12 pp. Case #02-03. (2002)

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)

On March 3, 2006, Bausch & Lomb received a phone call from New Jersey ophthalmologist Dr. David S.
Chu regarding three patients afflicted with a serious fungal condition known as fusarium keratitus. These
patients all were contact-lens wearers, and had used Bausch & Lomb’s ReNu with MoistureLoc lens
solution. This telephone call started a chain of events, accusations, and CDC investigations that
eventually led to a recall by Bausch & Lomb in the U.S. and overseas, but not before the crisis had
threatened to damage not only sales of its popular lens solution, but also Bausch & Lomb’s reputation.
18 pp. Case #06-16. (2006)

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)

British Petroleum (BP) applied for a permit in 2006 to expand its Indiana refinery and increase its
discharge of ammonia and suspended solids into Lake Michigan. The permit was approved by
the state and federal regulatory authorities. What followed was an outcry of public opinion
against this decision culminating in an article in the national media and speeches by presidential
candidate Barack Obama. Though BP had full regulatory approval to proceed with the expansion,
and the scientific consensus was that the increased discharge would not harm the Lake Michigan
ecosystem, BP decided not to use the new discharge permit in the face of intense public scrutiny.
However, this did not quell the negative media coverage regarding its discharge application. 13
pp. Case #08-02. (2008)

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 April 9, 2008, Jack Cafferty made comments concerning the United States’ relationship with China. These comments included calling the Chinese “goons and thugs” and labeling Chinese products “junk.” Over the next month and a half, thousands of Chinese Americans organized outside of CNN studios across the U.S. demanding an apology from Cafferty and CNN. CNN responded with silence, clarifying statements, and thin apologies, all of which served to fuel negative opinion and ultimately elevate the story to international headlines. 9 pp. Case # 09-06. (2009)

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)

As Carat USA was in the process of implementing a restructuring plan, a top HR executive accidentally forwarded the communication plan to the entire company via e-mail. The confidential document included the firm’s messages to employees, clients, vendors and other stakeholders. How can Carat USA recover from the mistake and restore its reputation? (A) Case, 7 pp. (B) Case, 2 pp. Case #09-07. (2009)

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)

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

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 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)

The world’s two high-end, venerable auction houses face serious allegations of cooperative
price-fixing. The U.S. Department of Justice began an investigation into the companies in 1997
and Christie’s offered information in exchange for immunity. Both companies face a serious
blow to their reputation while they wade through the profound charges of violating anti-trust
laws. (A) Case, 5 pp. (B) Case, 3 pp. Case #00-14. (2000)

Luxury retail brand, Canada Goose, faces opposition from a prominent animal rights group
surrounding the sourcing of materials used for its jackets. Several regulatory agencies have
questioned the advertising practices of Canada Goose. Canada Goose now faces a decision
regarding its brand and the ethical sourcing of fur and down. 12 pp. Case #19-12. (2019)

In order to be permitted to enter the United States retail market, De Beers Ltd. is expected to
plead guilty to a lawsuit accusing them of price fixing. While trying to present itself as the
conscientious leader of an otherwise sordid, often dangerous diamond business, the company
finds itself facing the daunting task of balancing an admission of guilt and the negative media
attention it may draw with an unpredictable American diamond consumer. 20 pp. Case #04-07.
(2004)

The newly appointed CEO, Jim Adamson, had his work cut out for him as he tried to salvage the
tarnished image of Denny’s Restaurants. Denny’s was riddled with accusations of racial
discrimination at its restaurants. Lawsuits were pending and press coverage was increasing as
Adamson was faced with changing the fundamental corporate culture. (A) Case, 5 pp. (B) Case,
3 pp. Case # 00-31. (2000)

On April 13, 2009, Tim McIntyre, VP of Corporate Communications at Domino’s Pizza, received notification of the existence of a number of damaging videos that had been posted online. The videos showed Domino’s employees taking inappropriate and illegal actions while preparing food that was allegedly being served to customers. McIntyre knew that amateur videos filmed in one store could seriously damage the entire Domino’s brand, not to mention put the company at legal risk. The question for McIntyre is how to ensure that Domino’s responds in the best way possible to mitigate the negative impact of this social media crisis. (A) Case, 9 pp. (B) Case, 11 pp. Case #09-13. (2009)

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)

First Act, Inc. & Brook Mays Music are two very different competitors fighting for a piece of the
school band instrument market. Brook Mays, in business for over 100 years, is a specialty
musical instrument retailer with over 60 locations, while upstart First Act designs and
manufactures instruments for sale in “big-box” retailers. First Act’s Concert Series instruments
have been built to provide a low-cost alternative to higher-priced band instruments commonly
found in stores like Brook Mays. In response to brisk sales of the Concert Series instruments,
Brook Mays has issued a letter to 8,000 music educators across the country, instructing them to
advise parents and students to avoid purchasing these instruments. Just months after the letter’s
issue, Concert Series sales have fallen, customers returns have skyrocketed, and First Act must
now decide how to respond and recover its lost business. 11 pp. Case #07-08. (2007)

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)

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)

On January 25, 2006, the leading U.S. internet search engine Google, Inc. announced that it
would be locating a new server inside China in order to provide Chinese citizens with their own
portal, Google.cn. Locating the server inside China would allow for faster service than the
Chinese version of the U.S. site was able to provide, and would give Google a greater chance at
capturing China’s estimated 111 million regular internet users. Locating the server in China also
meant that the company had agreed to censor its search results in compliance with the laws of the
Chinese government. The U.S. media and several human rights groups brought the issue to the
public’s attention, and Google’s reputation and share price were severely damaged. The
company now faces the challenge of rebuilding its reputation and balancing its idyllic corporate
philosophy with the need to grow and capture market share. 19 pp. Case #06-10. (2006)

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)

On June 17, 2005, medical device maker Guidant Corporation announced a recall of 50,000 implantable
cardioverter defibrillators due to flaws in the devices. These devices are designed to correct a chaotic
and deadly type of heart rhythm. This recall was expanded to include 109,000 ICDs and another recall
affected Guidant’s pacemaker products. These problems brought an impending acquisition by Johnson &
Johnson into question, and created patient concerns about the integrity and honesty of the company. 8
pp. Case #06-08. (2006)

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.)

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
 

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)

On August 29, 2018 Eric Bauman, Chairman of the Democratic Party of California sent out a midnight tweet exposing In-N-Out Burger’s donation of $25,000 to the Republican party and called for a nation-wide boycott. How In-N-Out responds to the viral sensation could affect their reputation in their home state of California and alter their corporate political donation policy. 11 pp. Case #19-06 (2019)

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).

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.)

Kaplan University, a Washington Post Company subsidiary, is a network of for-profit colleges that faced scrutiny for educational rigor and admissions practices. The school educates an underserved demographic but was challenged with media attacks and whistleblower lawsuits. The Washington Post was accused of compromising its ethics in defending Kaplan University.

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)

Jim Adamson, the man responsible for turning around Burger King and Advantica Restaurants, the parentcompany of Denny’s Restaurants, has a new challenge. He has been hired to save Kmart, who in recentyears has failed to remain competitive with the likes of Target and Wal-Mart. Despite three CEOs in asmany years, the downward trend has continued for the big-box retailer. Investors are counting onAdamson to find a way to convince the market that Kmart can recover. (A) Case, 10 pp. (B) Case, 4 pp. Case #02-12. (2002)

Beginning in the late 1990’s, public accounting firm KPMG marketed and sold tax shelters
specifically designed to help clients evade taxes. When the IRS challenged these tax shelters,
KPMG resisted its investigation. In the face of mounting evidence against the firm, KPMG
eventually realized it had no choice but to cooperate with the Justice Department and try to save
itself from criminal indictment. Late in the summer of 2005, KPMG reached a settlement with
the Department of Justice, which required KPMG to make a public admission of wrongdoing.
This admission paved the way for the Justice Department to file suit against former KPMG
employees involved with the tax shelters. Some argue that KPMG betrayed its former employees.
With the risk of criminal indictment abated, now KPMG must turn its attention to rebuilding the
trust of its partners and its clients. 12 pp. Case #06-06. (2006)

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)

When a L’Oreal executive walks through a West Coast department store and demands that a
sales representative be dismissed solely because of her appearance, lower-ranking managers
resist. After the dismissal of a manager who defended the productive, but apparently
unglamorous sales clerk, L’Oreal executives face charges of improper termination and
employment discrimination. Title VII of the U.S. Civil Rights Act comes into play as
Communications EVP Rebecca Caruso works to defend the image of the world’s largest
cosmetics retailer. 7 pp. Case #04-01. (2004)

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)

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)

Domestic advice and home products maven Martha Stewart is accused of selling nearly 4,000
shares of ImClone Systems, Inc. stock shares, just ahead of a public announcement that the
company’s promising new drug, Erbitux, has failed FDA clinical testing. Accusations of insider
trading, based on her special relationships with ImClone CEO Samuel Waksal and Merrill Lynch
broker Peter Bacanovic, threaten her own company’s reputation, share price, and market position.
Can Martha Stewart Living Omnimedia survive accusations of misconduct or the downfall of its
namesake? (A) Case, 16 pp. (B) Case, 5 pp. Case #02-15. (2002 & 2004)

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)

Faced with its first quarterly loss in company history, McDonald’s corporation enacted a strategy
to improve its declining profitability. Unfortunately, McDonald’s profitability problems were
multi-layered and required the company to reevaluate both its current business model and
strategy. Links to obesity, negative customer perceptions, and decreased same-store sales were
all to blame for the current situation. For a successful turnaround, McDonald’s must recognize
its inefficiencies and devise an integrated operational and communication plan to reverse its
slide. 11 pp. Case #06-03. (2006)

McDonald’s Corporation, the leader among U.S. franchise quick-service restaurants, found in
2002 that its reputation for steady growth and strong profitability were slipping. At the same
time, much of the market for fast food in North America began migrating to lower-calorie,
healthier alternatives. Fast food and social trend critics began blaming quick service restaurants
for a wide range of health problems, including obesity and weight-related illnesses. New York
attorney Samuel Hirsch filed a class action suit on behalf of obese and overweight children
against McDonald’s, alleging that the fast-food chain “negligently, recklessly and/or
intentionally” marketed food products that are “high in fat, salt, sugar, and cholesterol” while
failing to warn of those ingredients’ links to “obesity, diabetes, coronary heart disease, high
blood pressure, strokes, elevated cholesterol intake, related cancers,” and other conditions.
McDonald’s reputation, profitability, and future are at stake as it prepares in 2003 to defend
itself, its products, and its business. 10 pp. Case #03-06. (2003)

Influenced by the preliminary results of an internal clinical trial, Raymond Gilmartin, CEO of Merck,announced that the company was pulling its blockbuster arthritis drug Vioxx® from the worldwide marketon September 30, 2004. Merck & Company, Inc., once the world’s largest pharmaceutical company, sawits stock price plummet 27% after the recall announcement. Facing recent sales declines, a barrage oflawsuits, and two separate government investigations, Merck is losing its once-stellar reputation in thepharmaceutical industry. (A) Case, 10 pp. (B) Case, 5 pp. Case #05-01. (2005)

The nation’s largest retailer of maternity wear is accused of employment discrimination over the
dismissal of a manager attempting to return from maternity leave. President and COO Rebecca
Matthias and Communications Chief Mona Liss find themselves confronted with charges of
discriminating against a young mother and press reaction ranging from shock to disbelief. A
thorough review of the Family Medical Leave Act (FMLA) and Pregnancy Discrimination Act
(PDA) of 1978 are included. 7 pp. Case #04-04. (2004)

A class-action lawsuit, in addition to high-profile suicides of former players, cause many to believe that the National Football League is not moving fast enough to ensure player safety. As football’s governing body, the NFL must find a way to mitigate future safety issues while safeguarding the future of the sport. 22 pp. Case #14-09 (2014)

The pet food poisoning scare of 2007, in which numerous pet food products were contaminated with melamine sourced from China, seriously damaged many of the afflicted firms’ reputations for safety and customer concern. Pet food industry leader Nestlé Purina released two unapologetic statements revealing limited information about the source of the problem and its impact on consumers. Purina must recover its customers’ collective faith; a difficult task after causing thousands of “deaths in the family.” It is also essential that Purina restructure its supply chain to ensure that history does not repeat itself. 8 pp. Case #09-11. (2009)

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)

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)

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)

In 2012, a former employee filed a lawsuit against Deen and her brother for racial discrimination. Deen later confessed to using racial slurs in a deposition transcript that was leaked in 2013. Deen issued a public apology, but several companies, including the Food Network, elected to end their partnership with her. Can Paula Deen recover? (A) 15 pp. (B) 2 pp. Case #15-04

On March 25, 2003, People for the Ethical Treatment of Animals (PETA) revealed an undercover investigation of alleged abuses in Procter & Gamble subsidiary The Iams Company’s independent research facilities. Iams, a company of self-described animal lovers, responded quickly to evolve testing procedures to better conditions for study animals. Intense media coverage of PETA’s aggressive protests, however, has generated many questions about whether Iams is concerned about profits to the detriment of its customers’ pets. 8 pp. Case #05-04. (2005)

The expanding Quality Dining decided to merge with the popular bagel chain Bruegger’s Bagels.
While bagels seemed lucrative, the merger proved that popularity does not always breed success.
Many industry insiders believed Quality Dining had too much on its plate. The acquisition
proved a failure and even threatened the viability of the company itself. Quality Dining tries to
salvage its reputation. (A) Case, 5 pp. (B) Case, 3 pp. Case #00-13.

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)

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).

Sara Lee Corporation’s Bil Mar Food Plant was already under intense scrutiny for health
violations when an outbreak of listeriosis, an infection caused by eating food contaminated by the
bacteria Listeria monocytogenes, was linked to the plant. How should Sara Lee handle the crisis?
7 pp. Case #00-16. (2000)

On January 7, 2009, Ramalinga Raju resigned as chairman of Satyam Computer Services. This resignation came as a result of the largest corporate fraud in India’s history. Questions remain for Satyam executives about the company’s survival, as well as the reputational effect on PriceWaterhouseCoopers offices in India. 12 pp. Case #09-12. (2009)

Executives at Scotts Miracle-Gro, a Massachusetts lawn and garden products manufacturer, had a
passion for employee wellness, and all employees, from the CEO to front-line workers were
required to participate. In September of 2006, one month ahead of a transition to a smoke-free
environment in all Scotts’ facilities, employee Scott Rodrigues was fired. His offense? Smoking
on his own time, at home. Even though the company violated no labor laws, the move
jeopardized both employee morale and the company’s hard-earned reputation as a great place to
work. Communication officials must determine how to deal with the resulting damage. 7 pp.
Case #07-03. (2007)

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)

A customer complaint prompts an increasingly powerful special interest group to target Starbucks as its next corporate victim. Led by Lorig Charkoudian, a “nurse-in” staged outside of a Maryland Starbucks forces the company to address the complex issue of public breastfeeding. Varying constituent views and changing state legislation regarding breastfeeding complicates the situation even further. As a corporation that prides itself on diversity, Starbucks must decide how to satisfy its most profitable customer segments without discriminating against others or violating the law. 9 pp. Case #05-02. (2005)

Fears regarding the introduction of genetically modified foods into the commercial food market
have grown steadily since the mid-1990s. In the autumn of 2000, Taco Bell Corporation found
itself caught between Friends of the Earth, a not-for-profit environmental advocacy group, and
Kraft Foods Corporation, a business partner that manufactured and marketed grocery store
products under the Taco Bell brand name. When environmental advocates claimed that
genetically modified corn had somehow found its way into Taco Bell corn tortillas manufactured
by Kraft, both companies were faced with important accusations about food safety and threats to
brand image. (A) Case, 10 pp. (B) Case, 5 pp. Case #03-07. (2003)

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.

In September 2005, Rachel Pourchot entered a Target store in Fenton, Missouri, intending to fill
prescriptions for Ortho TriCyclen, a common hormonal contraceptive, and for Levonorgestrel, an
emergency contraceptive known as the “Plan B” pill. Target’s pharmacist, however, told her that
he would not fill the prescription for Levonorgestrel on moral and religious grounds. As
competitors Walgreen’s and Wal-Mart made their positions clear on the issue of pharmacists’
acts of conscience, Target Corporation struggled with an appropriate response that would satisfy
the needs of its customers and its employees, while protecting the reputation of the firm at the
same time. 6 pp. Case #06-11. (2006)

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)

Texaco gained public attention when The New York Times reported on an audio tape with Texaco
senior managers making “disparaging comments about minorities.” Texaco was already in the
midst of a little-known discrimination suit when the report about the tape became public. The
company, now under fire for racial discrimination problems within the corporate culture, faces
the task of answering the allegations. (A) Case, 7 pp. (B) Case, 24 pp. Case #00-11. (2000)

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 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)

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)

Larry Nassar’s conviction of first-degree sexual misconduct with young girls in USA Gymnastics raised important questions about the efforts of the USOC and affiliated organizations to keep their athletes safe. The scope and duration of his abuse brings into question the execution of the International Olympic Committee’s values. 15 pp. (A) Case; 10 pp. (B) Case. Case #18-05 (2018)

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)

In 2004, Mike Kowalski, chief executive officer of Tiffany & Co., faced a major decision for the future
of the Tiffany brand and franchise. After three rounds of price hikes, the highly profitable silver jewelry
line, “Return to Tiffany,” witnessed price increases of 200% , which finally resulted in a reduction in the
demand for Tiffany silver by the upper-middle-class consumer. The popular silver line had increased
sales as well as equity for the shareholders, but at the same time, it was eroding the brand in the eyes of
the core luxury consumer. Tiffany is left with the juxtaposition between increased profits and a tarnished
brand image. 10 pp. Case #07-05. (2007)

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)

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)

On March 22, 2005, a woman discovers a human finger in her chili while dining at a Wendy’s restaurant
in San Jose, California. As widespread and strongly negative media coverage surrounds the event, sales
figures begin to plummet. Wendy’s executives are under intense pressure to discover what really
happened in their restaurant while they try to repair the damage done to their once well-respected brand.
6 pp. Case #06-01. (2006)

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)

Millions of women worldwide between the ages of 45 and 55 experience the effects of
menopause and have sought both treatment and relief in the form of hormone replacement
therapy. Wyeth Pharmaceuticals, a division of Wyeth, Inc., is the market leader in prescription
drug treatment for menopause with Premarin®, a blend of natural estrogens (for women who
have had a hysterectomy), and Prempro®, a one-tablet hormone replacement therapy consisting
of natural estrogens plus progestin. A stunning set of results from the Women’s Health Initiative,
released in the summer of 2002, however, challenges conventional approaches to treatment and
poses a significant threat to Wyeth share price and market leadership. (A) Case, 12 pp. (B) Case,
4 pp. Case #03-05. (2003)

Xerox faces problems on a number of fronts because of accounting irregularities uncovered by a
former assistant treasurer. Following his dismissal, he files a wrongful termination suit, and the
story is published in The Wall Street Journal. The U. S. Securities and Exchange Commission
begins an investigation of Xerox’s financial troubles. Relations with investors, creditors, and
employees are strained due to poor financial performance, large debts, and management
restructuring. Once a market giant, Xerox must now salvage its reputation to survive. 6 pp. Case
#01-07. (2001)

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).

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

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

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).

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

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.

Norfolk Southern Railway: A Disastrous Train Derailment in East Palestine, Ohio Coil, I.; Upadrasta, S.; Skukla, Y.; and O’Rourke, J. S. (editor)

A Norfolk Southern Railway train derailed in the small town of East Palestine, Ohio, releasing a large volume of hazard chemicals into the surrounding environment. Norfolk Southern CEO Alan Shaw has just become aware of the disaster and must decide how to respond, as intense criticism mounts. 13 pp. Case #23-03 (2023)

Key Words: Railroad Safety, Norfolk Southern, Disaster Response, Hazardous Materials, Crisis Communication

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.