學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
When the Twitterverse Turns on You (Commentary for HBR Case Study)
內容大綱
Canadian Jet just launched a social media contest: The traveler who posts the most creative tweet using the hashtag #CanJetLuxury will win two round-trip tickets to any of the airline's destinations. The head of public relations conceived the campaign in an attempt to improve the airline's tarnished reputation. But within the first 24 hours of the contest, unhappy customers have hijacked the hashtag and are using it to air their complaints about the company's frequent delays and labor relations. Now the head of PR needs to decide whether to pull the contest, change the hashtag, or simply ignore the bashes. Some of her team members think the company should apologize as well. But for what, exactly? With expert commentary from Cynthia Soledad, the senior director of the KitchenAid brand and shared marketing services at Whirlpool, and Rick Wion, the director of social media at McDonald's.