Components
Paula Deen Ventures: Business Partnerships Imperiled Over a Choice of Words
Brinkley, C., Kellner, J., Zicarelli, J., O’Rourke, J. S. (editor)
January 26, 2018
SKU:
BUS-004060 Region:
North America
Topic:
Strategy & General Management, Human Resources & Organizational Behavior
Length:
17 pages
Keywords:
corporate culture, crisis management, employee relations, Food and Beverage, reputation management, workplace culture
Copyrighted by:
Notre Dame
Student Price:
$4.00 (€3.75)
Average rating:
0
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?
Learning Outcomes:
- 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.