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
60
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
Linguistshavefoundthatsignlanguagesandspokenlanguagessharemanyfeatures.Likespokenlanguages,whichuseunitsofsou
Formostofus,workisthecentral,dominatingfactoflife.Wespendmorethanhalfourconscioushoursatwork,preparingfor
Beguninthelate1960sbyPentagonweaponsresearchersasasystemforeasingcommunicationbetweencomputersindisparateelec
Beguninthelate1960sbyPentagonweaponsresearchersasasystemforeasingcommunicationbetweencomputersindisparateelec
Beguninthelate1960sbyPentagonweaponsresearchersasasystemforeasingcommunicationbetweencomputersindisparateelec
A、economicpowerB、celebration-planningskillsC、nationalsecurityD、artisticfeaturesB本题考查细节。北京迎奥运倒计时庆典活动的顺利进行体现了中国细致策划组织大型庆典
A、ifheisfromtheEuropeanCommunityB、ifheisfromtheCommonwealthC、ifheintendstostayinUKformorethansixmonthsD
AbreakthroughintheprovisionofenergyfromthesunfortheEuropeanEconomicCommunity(EEC)couldbebroughtforwardbyup
AbreakthroughintheprovisionofenergyfromthesunfortheEuropeanEconomicCommunity(EEC)couldbebroughtforwardbyup
随机试题
慢性浅表性胃炎最主要的病因为()。
判断小儿体格发育最常用的指标是
浙江苏泊尔股份有限公司是国内领先的炊具研发和制造商。法国SEB集团是全球最大的炊具和小家电生产商之一,拥有十余个国际著名的炊具和小家电品牌,营销网络覆盖全球120多个国家和地区。2007年SEB集团并购了中国的苏泊尔公司。SEB集团实施该并购案所采取的战略
在严重心理问题的初步诊断中,对鉴别诊断有重要意义的是求助者的()。
大数据时代,个人信息的非法收集和利用以及无处不在的数据监控经常给公民的信息隐私带来巨大威胁。但当今社会“大数据”的到来已成不可阻挡之势,其革命性意义在于为人们的认知、判断、决策提供了崭新的工具,它将改变政府的运行、监管模式,助推经济结构调整,更加便利百姓生
强制戒毒所可以对强制戒毒的对象进行( )。
纳米:一种几何尺寸的度量单位。1纳米为百万分之一的毫米,即1毫微米,也就是十亿分之一米,纳米结构通常是指尺寸在100纳米以下的微观结构,下列关于纳米正确表述的一项是
开锁:进门
关于《宪法》对自然人的适用效力,下列表述错误的是()。
(演示文稿题)打开考生文件夹下的演示文稿“yswg.pptx”,根据考生文件夹下的文件“PPr素材.docx”,按照下列要求完善此文稿并保存。第三张至第六张幻灯片,标题内容分别为素材中各段的标题;左侧内容为各段的文字介绍,加项目符号,右侧为考生文件夹下
最新回复
(
0
)