Page 9 - Short Cases 1 Galaxy Note 7 Samsung Resurection Teaching Note
P. 9
Falling on the Sword
When corporate crises occur, a poorly-handled response
can be as damaging as the original problem. (1) However,
a well-handled timely response by the company can do
much to mitigate the damage and reassure customers,
shareholders, and stakeholders.
In response to these calamitous events, Samsung had to
act. Its immediate focus had to be on brand recover. The
Note 7 was dead, as was the strategy that it was founded
on. So, in order to achieve brand recovery, it had to start
its crisis response by addressing a number of key actions
in the forms of:
a. An apology
b. Owning the issue and
c. Communicating
Samsung’s crisis communication strategy had fallen short
during the period August – December 2016. However,
post December 2016 things changed. It was if it had been
asked the following questions:
