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Book Chapter
Managing the unthinkable: What to do when a scandal hits your brand
Author(s)
This chapter outlines a four step process for responding to a brand scandal. The importance of following these steps are illustrated by discussing real-world scandals.
Date Published:
2008
Citations:
Roehm, Michelle, Alice M. Tybout. 2008. Managing the unthinkable: What to do when a scandal hits your brand.