Spanx: Accusations of Product Risk

Author
Buddig, J.
Region
North America
Topic
Strategy & General Management
Marketing & Sales
Length
15 pages
Keywords
Brand Management
Conflict Management
crisis
crisis management
management
Copyright Holder
Notre Dame
Student Price
$4.00
Target Audience
Graduate Students
Undergraduate Students

On January 20, 2014 The Huffington Post published an article about research into possible health risks associated with Spanx, the market-leading shapewear company. A few weeks later, the company made an announcement that the CEO was stepping down amidst rumors of a potential Initial Public Offering (IPO). Spanx must decide how to respond to mounting media attention. 

Learning Outcomes
  1. To highlight conflicts that arise from negative media attention regarding product risk and deciding which conflicts warrant a company response and to what extent.
  2. To provide an example of how a company formulates and executes strategic communications strategies,
  3. To encourage a discussion about knowing your company’s brand and customers and understanding industry trends and historical perspectives.
  4. To encourage a discussion on the role of digital and social media.
  5. To consider an expanding stakeholder base and the importance of making decisions with the future of the company in mind.