Page 11 - Short Cases 1 Galaxy Note 7 Samsung Resurection Teaching Note

Q4 Did you articulate the ways your organisation intends
to avoid repeating the mistakes in the future?

A4 Yes! Regular, clear, consistent, proactive updates to

affected customers as well as the wider customer,

stakeholder, and general public audiences were initiated.

Q5 Did you use what you learned from the experience to
make the world a better place? That is did your actions

contribute to new safety protocols, new technology,

improved standards, scientific discovery, or
developments from which others can benefit? (1)

A5 Yes! The natural tendency when faced with crisis is to

retrench and defend business practices instead of flexing
creativity and promoting problem-solving as Samsung

did. (1,2)

Samsung has shown, with its crisis response, that its

effective brand recovery involved not only addressing its

issues but taking full advantage of the opportunity to

grow and reshape the future of the brand and the

company. Their approach has been a holistic one

involving all aspects of its organisation with an emphasis
on clear and timely communication especially of its vision

of quality and safety driven by an evolving culture.