Scholarly Articles

A product recall in the fall of 2013 sends Chobani, Inc. scrambling to fix the manufacturing problem, and address a flood of customer concerns.

In late 2013, Barneys New York quickly found itself amidst scandal.

Following a period of slow sales and rapid company change, Starbucks Coffee Company designed and launched a new logo to reflect the new direction of the company.

McDonald’s is preparing for a nationwide launch of oatmeal and simultaneously ramping up its use of social media to promote the product.

Johnson & Johnson experienced the rapid spread of negative backlash through social media channels in response to an online Motrin advertisement.

For five years Mark Hurd has enjoyed dramatic success as the CEO of Hewlett Packard, turning the company’s PC division around and getting the company back in the black through aggressive cost-cut

After an extensive study, Xerox decided to undergo a rebranding.

Macy’s controversial conversion of Chicago’s State Street Marshall Field’s Store is just one of many branding and customer loyalty challenges facing Macy’s Inc. today.

In the early 2000s, Burberry experienced brand perception problems through counterfeiting.

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.

American Apparel, a multinational fashion retailer headquartered in Downtown Los Angeles, looked to target the plus-size clothing customer segment in an effort to grow its stagnant sales.

On August 15th 2013, Moritz Erhardt was found dead at his student housing.

Kickstarter, a brand leader in the crowdfunding market, is facing certain challenges as it negotiates the uncertain waters of competition.

Progressive Insurance faced a widespread public relations crisis when Matt Fisher took to his personal Tumblr site to post a scathing account of his family’s experience with the company who insur

Following Chipotle’s meteoric rise to prominence in the Quick Service Restaurant sector, management now faces a threat to their longstanding brand of “food with integrity.” Executives must decide

On January 16, 2013, Boeing had its newest and most advanced aircraft, the 787 Dreamliner, grounded worldwide due to fires that started in the airplane's batteries.

A father complains about pregnancy related coupons addressed to his teenage daughter.

Perhaps no brand is more deeply embedded in American culture than that of The Walt Disney Company.

On June 25, 2015, Whole Foods Market finds itself embroiled in controversy when the New York Department of Consumer Affairs releases a report alleging the company systematically overcharged on th

In 2012 a shooting in Florida rose to national prominence after it was revealed that no charges would be pressed against the 28-year-old man who shot and killed an unarmed teenager who was carryi