Business Question

Integrative Essay #5:Apply chapter concepts to your corporate scandal in a 5-page essay in the following format:

Step 1: Choose one of the following 2 cases:

1. Pepsi and Black Lives Matter

https://www.nytimes.com/2017/04/05/business/kendall-jenner-pepsi-ad.html

2. Budweiser and Dylan Mulvaney

https://www.nytimes.com/article/bud-light-boycott.html

Step 2: Locate at least 3 additional sources (print and video) from reputable newspapers, business journals, and other sites.

Step 3: In a 4-5 page response, answer the following:

Paragraph 1: What was the controversy about?

Paragraph 2: What was the impact of the incident on either Pepsi or Budweiser’s reputation?

Paragraph 3: Did these controversies/incidents constitute a crisis as defined in Chapter 19?  Why or why not?

Paragraph 4: Did Pepsi or Budweiser engage in effective crisis management?  Why or why not?

Paragraph 5: If you were the public relations manager at either Pepsi or Budweiser, how would you have recommended the company handle the controversy?

Paragraph 6: What should the company do now to regain its customer’s trust? Why?