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Spotify Technology SA: Responding to a Reputational Hit
內容大綱
In February 2022, Spotify Technology SA (Spotify), a global music and podcast enterprise headquartered in Sweden, reached an inflection point. Six weeks prior, the company had uploaded a routine podcast by Joe Rogan, one of its celebrity content creators. During that podcast, a virologist Rogan had invited to the show made controversial remarks on the way policy-makers worldwide had been handling the ongoing COVID-19 crisis. The virologist also made medically false statements about COVID-19 vaccines. Outrage from the scientific community followed in the form of an open letter, with multiple battlefronts quickly unfolding thereafter. How would Spotify deal with the situation in the immediate term and plan a strategy for the long term? Could Spotify convert the crisis into an opportunity?
學習目標
The case can be used in undergraduate, graduate, and executive education programs. It would be relevant for modules focused on corporate communications. By working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Learn how to deal with a sudden hit on corporate reputation.</li><li>Develop an issues management plan.</li><li>Develop an action plan for moving forward.</li><li>Understand the broader issues around podcasting as a communications medium.</li></ul>