首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
The venerable Augusta National Golf Club has been playing host to the Masters Tournament since 1934. But this year it is also pl
The venerable Augusta National Golf Club has been playing host to the Masters Tournament since 1934. But this year it is also pl
admin
2012-12-30
58
问题
The venerable Augusta National Golf Club has been playing host to the Masters Tournament since 1934. But this year it is also playing host to another great drama, the relaunching of the most valuable personal brand in the world. Tiger Woods’s penchant for cocktail waitresses and porn actresses ended up costing an astonishing amount of money:two economists at the University of California, Davis, have calculated that his biggest corporate sponsors, such as Nike and Gatorade.saw as much as $ 12 billion wiped off the value of their shares in the wake of the scandal. But Mr. Woods’s warm reception at Augusta suggests that he is well on his way to recovering his star power.
Brand Tiger is thus likely to join a long list of brands that have come back refreshed after a spell in rehab. These include not just the predictable roster of celebrity brands such as Martha Stewart and Kobe Bryant, but also a surprising number of solid corporate citizens such as Johnson & Johnson and Coca-Cola. Brand-threatening scandals are becoming a regular feature of the corporate landscape, thanks to a toxic mixture of globalisation, which scatters corporate activities hither and yon, and the Internet, which allows bad news to spread like wildfire. Oxford Metrica.a consultancy, estimates that executives have an 82% chance of facing a corporate disaster within any five-year period, up from 20% two decades ago. Indeed, just the day after Mr. Woods made his return to golf, the American government fined Toyota over $ 16m for its tardiness in addressing safety concerns.
The key to a successful relaunch lies in making a cool-headed assessment of how much the scandal damages your company. Does it involve life and limb, rather than less consequential matters? Has it spread beyond particular products or particular divisions to afflict the entire corporate brand? If the answer to both questions is yes, then companies are well advised to go into collective overdrive; if it is no, then they can experiment with more nuanced responses, such as lopping off a tainted product or sacrificing a rogue division.
Marsh & McLennan and JetBlue provide good examples of companies that took a no-holds-barred approach to brand rehabilitation. In 2004 Marsh & McLennan was accused of taking kickbacks to recommend insurance providers to its clients, an accusation that went to the very heart of its identity as one of the country’s biggest insurance brokers. The firm was not content with issuing grovelling apologies and paying $ 850m in compensation. It also appointed a new boss, Michael Cherkasky, who was the head of its financial-investigation division, Kroll. Mr. Cherkasky proceeded to de-emphasise the insurance business and boost other divisions, such as Mercer Consulting and Kroll.
In 2007 bad weather presented JetBlue with a nightmare of its own. Thousands of passengers were left stranded and one planeload of unfortunates spent eight hours sitting on the tarmac, with precious little food or drink to sustain them. The company’s founder and boss David Neeleman immediately recognised that this made a mockery of his promise to "bring humanity back to air travel". He threw himself into dealing with the problem, issuing public apologies, telling his employees to contact passengers personally by phone and e-mail, producing a retroactive passengers’ "Bill of Rights" and ponying up around $ 25m in compensation.
The JetBlue case underlines the most important rule of successful crisis management. The boss needs to take charge. This means sidelining corporate cluck-cluckers such as lawyers (who worry that any admission of guilt will lead to lawsuits) or financial officers (who obsess about the bottom line). It also means putting the survival of the company above personal considerations (Mr. Neeleman stepped down three months after the crisis).Many of the most damaging crises, by contrast, have resulted from foot-dragging at the top—as appears to be the case with Toyota today.
Crises can even give brands a long-term boost, provided the rehabilitation is properly handled. Coca-Cola emerged stronger from its disastrous recipe change in 1985. In response to widespread outrage from customers, it reverted to the original formulation within three months.The whole episode reminded consumers of their fierce attachment to Coke, and thus ended up increasing sales. Tiger Woods, too, could well emerge with added lustre from his own debacle. There is nothing Americans like more than a redemption story—particularly when the man being redeemed is supremely good at his job.
The examples of Marsh & McLennan and JetBlue show that______for brand rehabilitation.
选项
A、companies should spare no efforts
B、cutting down some business is good
C、showing sincerity is the most important
D、companies need to handle crisis immediately
答案
A
解析
推断题。由题干中的Marsh&MeLennan and JetBlue定位至第四段。首句指出“Marsh&McLennan and JetBlue provide good examples of companies that took a no-holds—barred approach tobrand rehabilitation。”,其中no-holds-barred意为“不拘一格的”,之后对两家公司处理危机的方法进行了具体说明,由此可以得出[A
转载请注明原文地址:https://kaotiyun.com/show/AVaO777K
0
专业英语八级
相关试题推荐
TheAmericanFamilyWe’lllearntheAmericanfamiliesfromthefollowingfiveaspects:1.Familystructures1)Immediatefamily
TheAmericanFamilyWe’lllearntheAmericanfamiliesfromthefollowingfiveaspects:1.Familystructures1)Immediatefamily
A、Butchersandsupermarketswereaffected.B、Theex-presidentwasoverthrown.C、Roadstothecapitalwereblocked.D、Exporttaxe
WhichofthefollowingdoesnotbelongtoShakespeare’sromanticlovecomedies?
AlloftheGreatLakesaresharedbetweentheUnitedStatesandCanadaEXCEPT
Thislineofinquirydidnotbeginuntilearlierthismonth--moretitanthreemonthsaftertheaccident--becausetherewere"too
TheAustralianNationalDayischosentocommemorate
Theinterviewismainlyadiscussionconcerning
WhichofthefollowingisINCORRECTaboutthefloodinginAustralia?
Whatistheonegoodthingconcerningtheflooding?
随机试题
庆历新政的主持者是
泌尿系最常见的损伤是(1),按损伤程度分为三种病理类型,即(2),(3),(4)。
周身疼痛,伴恶寒无汗,多见于周身疼痛,伴面赤发斑,多见于
钢材的疲劳破坏属于( )破坏。
下列不属于建筑防爆中所采取的减轻性技术措施的是()。
小强现年14岁,因偷窃、聚众斗殴行为被学校开除,后进入工读学校。入学后,小强仍然表现出严重的阻抗情绪,不服从老师的指导,不交作业,经常在课间挑衅同学,破坏公物。作为一名学校社会工作者,你被要求负责小强这一个案。问题1.矫正社会工作的特点是什么?
某学校自筹资金盖了一些房子。为尖子生父母陪读免费提供。你怎么看?
明成祖在位时采取的加强中央集权的措施有()。
甲收受乙公司50万元现金后,请求在某市交通局当处长的堂兄丙“帮助”乙公司承包某工程。丙遂利用职权,违规操作,帮助乙公司承包了该工程。甲的行为()(2013年非法学基础课单选第15题)
A、Edwardisprobablynearby.B、Edwardisaniceperson.C、Edwardisgoingtobuyanewjacket.D、Edwardisplayingfootballrigh
最新回复
(
0
)