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IE code
SI1-104-I
Format
PDF
Nr. Of Pages
7
Academic Area
Type of publication
Case Study
Description
On May 20th 2005 Delphine, product manager forVichy’s French subsidiary perhaps had one of her worst days professionally speaking. She had to present public apologies to her clients for the false blog created due to the launching of a new anti-aging cosmetic product.
Soon, it became a scandal of mass proportions and it appeared on main French newspapers. This is why the top management ofVichyFrancehad to make plans for a response strategy. The question now was to know if they should act nationwide using traditional communication methods or new methods. Or simply just let some time go by for the problem to be forgotten.
What to do with the blog then?