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Case
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Reference no. 503-131-1
Subject category: Marketing
Published by: China Europe International Business School
Published in: 2003
Length: 10 pages
Data source: Published sources

Abstract

This is the second of a two-case series (503-130-1 and 503-131-1). This case is intended to equip students with a broad-based systems view of crisis planning and management. The (A) case describes events leading up to the decision by Bridgestone/Firestone Inc in August 2000 to recall 6.5 million tyres that were suspected of contributing to fatal accidents of the Ford Explorer SUV. The (B) case describes the evolution of the recall plan as well as events surrounding a Congressional investigation into Ford and Firestone''s handling of the safety issue. The (B) case is presented in four parts, each covering one or more weeks of the crisis chronology. If distributed and discussed one at a time, the vignettes offer a powerful illustration of how crises tend to escalate and spread to include organisations and systems outside the company''s immediate control. Students have an opportunity to experience these dynamics and adjust their crisis response plans as each new phase unfolds. They also can test their ability to foresee future problems and propose actions to limit further damage. Finally, students can test their understanding of the US legal system and its role in protecting consumers. The teaching note was written by LJ Price.
Location:
Industry:
Size:
Over 500 employees
Other setting(s):
2000

About

Abstract

This is the second of a two-case series (503-130-1 and 503-131-1). This case is intended to equip students with a broad-based systems view of crisis planning and management. The (A) case describes events leading up to the decision by Bridgestone/Firestone Inc in August 2000 to recall 6.5 million tyres that were suspected of contributing to fatal accidents of the Ford Explorer SUV. The (B) case describes the evolution of the recall plan as well as events surrounding a Congressional investigation into Ford and Firestone''s handling of the safety issue. The (B) case is presented in four parts, each covering one or more weeks of the crisis chronology. If distributed and discussed one at a time, the vignettes offer a powerful illustration of how crises tend to escalate and spread to include organisations and systems outside the company''s immediate control. Students have an opportunity to experience these dynamics and adjust their crisis response plans as each new phase unfolds. They also can test their ability to foresee future problems and propose actions to limit further damage. Finally, students can test their understanding of the US legal system and its role in protecting consumers. The teaching note was written by LJ Price.

Settings

Location:
Industry:
Size:
Over 500 employees
Other setting(s):
2000

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