Paula Deen Ventures: Business Partnerships Imperiled Over a Choice of Words
In 2012, a former employee filed a lawsuit against Deen and her brother for racial discrimination. Deen later confessed to using racial slurs in a deposition transcript that was leaked in 2013. Deen issued a public apology. But several companies, including the Food Network, elected to end their partnership with Deen. Can Paula Deen recover?
- To encourage discussion regarding the responsibility of corporations when profits increase due to tragic events.
- To provide an example of how a brand can become associated with tragedy through no actions of the brand’s parent company.
- To demonstrate consumer ability to influence a brand’s image through social media use.
- To highlight the dangers of remaining silent when a corporation is swept into the spotlight.