Product details

The management of McDonald's Argentina faces a communications crisis: a controversial TV programme urges consumers to stop visiting McDonald's stores and refrain from eating McPollo (McChicken) burgers following an official announcement that potentially harmful bacteria had been found in these chicken products. Although McDonald's management believes that the information is probably unfounded, it is 100% committed to doing the right thing. This case looks at how companies may find themselves victims of unexpected events. In the name of a political cause or for 'convenient personal' reasons, smart but unscrupulous customers may challenge leading corporations and the trust that other consumers had put in their hands. Corporate damage can be significant. Consequently, communicating effectively in times of crisis is absolutely key.