When bad things happen, companies need the right strategy for talking their way out of a mess and avoiding a calamitous pummeling of their corporate image. Choosing the best response can spell the difference between a brand's survival — even enhancement — and its irreversible tarnishing.
Johar, Gita, Matthias Birk, and Sabine Einwiller. "How to Save Your Brand in the Face of Crisis." Sloan Management Review 51, no. 4 (Summer 2010): 57-64.
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