Primary File Info
Target Corporation: Reputational Damage from a Massive Data Breach
Pribil, K., Lassarat, J., Felicetti, A., O’Rourke, J. S. (Editor)
February 2, 2018
Strategy & General Management, Marketing & Sales
Brand Management, crisis management, reputation management, retail, Technology
On December 18, 2013, a specialty blog site released an article alleging that Target had fallen victim to a serious data breach, exposing forty million customers’ credit card information. This case explores the circumstances leading up to the breach and how Target will manage its reputation in the aftermath.