Managing Image Crisis with Technology: A Case Study on Multinational Soft Drink Companies in India

By Ernest Johnson and Silas Sargunam.

Published by The Technology Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

In this technology world, a report claimed that the major brands of soft drinks manufactured by the Indian subsidiaries of the multinational soft drink companies Pepsi and Coke contained deadly pesticides. The reaction of the Indian Parliament and many state Governments was categorically impulsive and strong. The Union health ministry, as per the instructions of the court, ordered the testing of the soft drinks in the Government laboratories. The test revealed that all these soft drinks were within the safety limits prescribed in the country. This was a relief to the Cola companies. This paper talks about how the technology helps to reach the entire nation and how the soft drink companies decided to part their ways and to chart out their individual strategies to take the message of safety to the consumers.

Keywords: Internet, Technology, Image Crisis, Joint Counter Strategy, EU Norms

The International Journal of Technology, Knowledge and Society, Volume 5, Issue 4, pp.115-124. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.137MB).

Dr. Ernest Johnson

Assistant Professor, Paul J. Hill School of Business, Faculty of Business Administration, University of Regina, Regina, Saskatchewan, Canada

Dr. Silas Sargunam

Assitant Professor, Department of Management Studies, Anna University, Tirunelveli, Tamil Nadu, India


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