Compare this case with Case Study 13.2 (Flunking History: Umbro and the Holocaust). What similarities and differences do you find in how the two companies created and responded to the crises?
What will be an ideal response?
A lack of research – and, possibly, a lack of good liberal arts educations –
created both crises. Reebok acted quickly and with contrition: It apologized for its
poor marketing. The world's news media had a few laughs and moved on. Umbro,
on the contrary, seemed unwilling to acknowledge its error and unwilling to
apologize. It did express regret for any offense that some may have taken – not at
all the same thing as apologizing for a mistake. Students may wish to discuss
which response strategy appeals more to them as consumers who are highly
desirable to both companies.
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