Sony's Battery Recall Fiasco
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
Case Code |
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MKTG162 |
For delivery in electronic format: Rs. 200; For delivery through courier (within India): Rs. 200 + Shipping & Handling Charges extraThemes
Marketing, Crisis management, product safety /
development |
Case Length |
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11 Pages |
Period |
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2005-2006 |
Pub Date |
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2007 |
Teaching Note |
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Not Available |
Organization |
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Sony
Corporation |
Industry |
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Computer /
Consumer Electronics |
Countries
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USA, Japan |
Abstract:
This case is about the worldwide recall of lithium-ion batteries manufactured by
Sony Energy Devices Corporation, a subsidiary of Sony Corporation (Sony). In
September 2006, Sony had announced a recall of its notebook batteries after
leading notebook manufacturers like Apple, Inc. and Dell Computers had recalled
a large number of the Sony-manufactured batteries used in their notebooks due to
reports that some of these batteries had caught fire. The case discusses the
impact of this recall on the company's image and the criticism leveled by
analysts that Sony was slow to respond to the problem.
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Issues:
» Analyze the issues and challenges faced by large multinational corporations
with regard to handling a product safety crisis
» Understand the importance of clear and effective communication with customers
in the event of a controversy/crisis
Contents:
Keywords:
Sony Energy Devices Corporation, Lithium-ion Battery Recall,
Product Safety and Security, Crisis Management, Notebook PC Manufacturer, Dell
Computers, Lenovo Group Limited IBM, Apple Inc, Public Relations, Brand Image ,
Matsushita Electric Industrial Co., Sanyo Electric Co., Ltd, United States
Consumer Product Safety Commission, Customer Communication, Product Management
Sony's Total Recall
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