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
80
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
Iknownowthatthemanwhosatwithmeontheoldwoodenstairsthathotsummernightoverthirty-fiveyearsagowasnotatall
TheAmericanFamilyWe’lllearntheAmericanfamiliesfromthefollowingfiveaspects:1.Familystructures1)Immediatefamily
Cosmologyissometimespooh-poohedasmorephilosophythanscience.Itasksdeepquestionsaboutnaturebutprovidesunsatisfyin
Humanityusesalittlelessthanhalfthewateravailableworldwide.Yetoccurrencesofshortagesanddroughtsarecausingfamin
Linguistshavefoundthatsignlanguagesandspokenlanguagessharemanyfeatures.Likespokenlanguages,whichuseunitsofsou
IntheUnitedStates,thereissomedisagreement(tosaytheleast)overtherisksandbenefits.ofnuclearpower.Therecanbe
SevenTypesofEvidenceItisimportanttolearntouseevidenceinargumentativewriting,becausewithoutevidence,youcan’t
SevenTypesofEvidenceItisimportanttolearntouseevidenceinargumentativewriting,becausewithoutevidence,youcan’t
AbreakthroughintheprovisionofenergyfromthesunfortheEuropeanEconomicCommunity(EEC)couldbebroughtforwardbyup
TheAustralianNationalDayischosentocommemorate
随机试题
某地利用调查表对抽取的2000人进行了高血压的行为危险因素监测和血压的测定。其中180人自报高血压而且测量结果也显示为高血压,40人血压测量结果显示为高血压而自报常,20人自报高血压而测量结果正常。某市开展的行为危险因素监测采用如下方法:每个月随机抽取
具有支撑气管作用的重要软骨
大量不保留灌肠禁用于
采用静力压桩法施工时,选用压桩设备的设计承载力宜大于压桩阻力的()。
《建设工程质量管理条例》规定,建设单位将工程发包给不具有相应资质等级单位的,责令改正,处以()的罚款。
金融期货合约是约定在未来时间以事先协定价格买卖某种金融工具的标准化合约,标准化的条款包括()。Ⅰ.标的资产Ⅱ.交易单位Ⅲ.交割时间Ⅳ.交易价格
下列各项,()不属于企业期间费用。
公安机关预防、制止和惩治违法犯罪活动的任务主要包括( )。
AlthoughTomwasawarethatitwouldbe(i)______todisplayannoyancepubliclyatthesalesconference,hecouldnot(ii)______
A、Thinkingbeforespeaking.B、Adoptingempathyduringcommunication.C、Focusingonthepresent.D、Listeningattentively.C讲座中提到,
最新回复
(
0
)