Page 10 - Short Cases 1 Galaxy Note 7 Samsung Resurection Teaching Note

Q A

Q1 Did you accept responsibility for your role in the

crisis?

A1 No! Not initially. But it did recover well. It was not until

the December press conference that Samsung took full

responsibility for the crisis. But when it did it did so with

its full weight, conviction and actions showing that the

company understood the seriousness of the issue, had a

strategy to fix it, and was executing that plan.

Q2 Did you apologise?

A2 Yes! A clear and direct apology that acknowledged the

problem, committed to fixing it, and didn’t try to shift the

blame to others.

Q3 Did you make amends to the injured parties?

A3 Yes!