Coca-Cola's Belgian Crisis - The Public Relations Fiasco
Abstract
Issues
The case is structured to achieve the following teaching objectives:
- Understanding the public relation issues involved in Coca-Cola's Belgian crisis
- Appreciating the importance of developing a crisis management strategy
- Appreciating the need for advance planning and preparation for managing crisis
- Examining the role of a person with a high degree of accountability (such as the CEO) in managing public relations and crisis management
- Analyzing how Coca-Cola handled the Belgian crisis and draw lessons from it
Contents |
The Recall |
Background Note |
The Fiasco |
The Explanation |
The Aftermath |
Exhibit |
Keywords
Strategic Marketing; Market Leader strategies; Market Challenger strategies; Able challenger; International Marketing; Business strategy; Competitive strategy; Emerging markets strategy; Competition; Customer service; India; Indian automobile industry; Hyundai