Primary File

Spanx: Accusations of Product Risk

Buddig, J., Knapp, J., Meader, S., O’Rourke, J. S. (Editor)
January 26, 2018
North America
Strategy & General Management, Marketing & Sales
15 pages
Brand Management, Conflict Management, crisis, crisis management, management
Student Price: 
$4.00 (€3.76)
Average rating: 

On January 20, 2014 The Huffington Post published an article about research into possible health risks associated with Spanx, the market-leading shapewear company. A few weeks later, the company made an announcement that the CEO was stepping down amidst rumors of a potential Initial Public Offering (IPO). Spanx must decide how to respond to mounting media attention. 

Learning Outcomes: 
  1. To highlight conflicts that arise from negative media attention regarding product risk and deciding which conflicts warrant a company response and to what extent.
  2. To provide an example of how a company formulates and executes strategic communications strategies,
  3. To encourage a discussion about knowing your company’s brand and customers and understanding industry trends and historical perspectives.
  4. To encourage a discussion on the role of digital and social media.
  5. To consider an expanding stakeholder base and the importance of making decisions with the future of the company in mind.