Components

Part A
Part B

Dell Inc.: Managing Reputation in the Blogosphere

Provenzano, N., Pulscher, S., Rand, C., and O’Rourke, J.S. (Editor)
February 12, 2018
SKU:
BUS-004103
Region: 
North America
Topic: 
Strategy & General Management
Length: 
9 pages
Keywords: 
Customer Service, open letter, emerging technological platforms, communicate information, crisis
Student Price: 
$4.00 (€3.36)
Average rating: 
0

After deeming Dell’s customer service unsatisfactory, Jeff Jarvis, a well-known blogger, posted an extremely critical open letter to the company’s CEO. Within a matter of days, Dell had a full-blown crisis on its hands and was forced to reconsider how to deal with emerging technological platforms used by customers to communicate information and opinions.

Learning Outcomes: 
  1. To highlight the power and influence of emerging communication platforms;
  2. To illustrate how such platforms give individual customers a very powerful voice;
  3. To encourage analysis of how emerging communication platforms can be utilized to damage or enhance corporate reputation (from both corporate and consumer perspectives);
  4. To provide an example of a company forced to respond to the changing environment of consumer feedback.