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Tata Consultancy Services: Protecting a Corporate Reputation
內容大綱
In January 2015, the chief executive officer and managing director of Tata Consultancy Services, India’s largest information technology company, expected to face questions from the media related to recent rumours of his company’s plans to lay off nearly 30,000 employees. Over the previous four weeks the reports had spread on both social media and conventional media platforms, leading to widespread protests against the company and attempts to unionize information technology employees (a first in India). The company’s carefully constructed corporate reputation of being employee friendly was threatened. The chief executive officer needed to design and execute a communication strategy that addressed the concerns of the various stakeholders involved.
學習目標
This case is suitable for use in graduate-level courses in corporate communications, strategic communications, crisis communications, and corporate reputation management. After completion of the case, students will be able to<br><ul><li>understand the various elements of corporate communications and corporate reputation management, especially in the face of a crisis that could damage the image of an organization;</li><li>identify the needs of various internal and external stakeholders that the company needs to consider when formulating a corporate communications strategy to effectively handle a crisis; and</li><li>establish key communication objectives in a given context, evaluate the various alternatives available, and take an appropriate decision.</li></ul>