Society for Case Research Spring Conference MBAA

6
Experience level: 
Intermediate
Intended Audience: 
Faculty
Authors: 
Virginie Khare, Michael Bechard, Karen Popovich

Elmer’s Glue: The Scented Glue Stick Controversy

The case reviews the introduction of a new product for Elmer’s Glue, America’s #1 glue. The scented glue sticks, designed to be fun for kids to use, have led to negative backlash from parents and teachers over safety concerns. Comments have been posted in social media by teachers to encourage parents not to buy the new product for their classrooms and the company needs to decide how to respond to the crisis.