Firm's Image Restoration Strategies: Cases in Ethical Apologia in Corporate Crisis

2009·3.7 MB·English

by  McDonald, Kristin D.

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http://archive.org/details/firmsimagerestorOOmcdo

Firm's Image Restoration
Cases
Strategies: Ethical
in
Apologia Corporate Crisis
in
by
McDonald
Kristin D.
A Thesis Submitted in Partial Fulfillment of Requirements of the CSU
Honors Program for Honors in the degree of Bachelor's of Business
Administration in Management, D. Abbott Turner College of Business and
Computer Science, Columbus State University.
Thesis Director
Committee Member
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Kristin McDonald
200 Lee Road 345
1
Salem, AL 36874
November 24, 2009
Tom Loughman
Dr.
D. Abbott Turner College of Business and Computer Science
4225 University Avenue
Columbus, GA 31907
Dear Dr. Loughman:
Enclosed is the completed thesis Corporate Crisis: Cases in Image Restoration
Strategies and Ethical Apologia. This report was compiled using extensive secondary
research from numerous sources. This research reveals pertinent information regarding
ethical apologia and the image restoration strategies used by companies when involved
in a crisis.
The primary sections of this paper introduce the concepts of ethical apologia and
image restoration strategies examined by Benoit, Ware, and Linkugel. The introductory
sections also include information regarding the anatomy of a crisis and the stages of a
crisis established by Gottschalk. Furthermore, examples of each image restoration
strategy are presented in the cases researched. These cases include the Ford Pinto,
the Exxon Valdez oil spill, a murder at McDonald's, the AT&T Network breakdown, the
Gerber baby food glass contamination, the Union Carbide gas leak, the Tylenol
poisonings, and the Calnev pipeline rupture. Each of these cases is described in depth
and their reaction to each crisis is evaluated.
would like to thank you for your assistance in compiling this thesis and the time
I
you invested in this procedure. would also like to thank Dr. Danna Gibson, Dr. Tobias
I
Huning, and Dr. Jong Ha for being a part of this process. Your opinions and advice have
significantly assisted me in this process and are greatly appreciated.
Sincerely,
Kristin McDonald
ii

Table of Contents
Item Pages
Introduction
Theoretical Background 1-13
Stages of a Crisis 1-2
Anatomy of a Crisis 2-3
Justification for Image Restoration 4
Image Restoration Strategies 4-7
Apologia Theory 8-11
Four Factors of Verbal Defense 11-13
Ethics and Social Responsibility 13-15
Cases of Image Restoration 15-41
Ford Motor Company: The Pinto Case 16-20
The Exxon Valdez Oil Spill 20-24
Murder at McDonald's 24-27
AT&T Network Breakdown 28-31
Gerber: Baby Food Glass Contamination 31-34
Union Carbide Gas Leak 34-38
The Tylenol Poisonings 38-42
Calnev Pipeline Rupture 42-46
Summary of Findings 46-47
Conclusion 47-48
References 49-50
in