Ivey Publishing
ING Direct Canada: Are You Suffering?
Product Number:
9B13C037
Publication Date:
10/30/2013
Revised Date:
10/30/2013
Length:
7 pages (5 pages of text)
Product Type:
Case (Field)
Source:
Ivey
In a testament to the power of social media and the effect it can have on a business, the chief executive officer of a bank adopts the habit of taking to Twitter on a daily basis to promote his company’s services. But when the bank’s most recent ad campaign ignites a furor among TV audiences, Twitter quickly becomes a vehicle for crucifying the bank rather than promoting it. Within a week of the ad's air date, the bank is inundated with angry tweets, Facebook messages and media criticism. It becomes clear that the bank has made a mistake and will have to act quickly to decide on an appropriate response.
Learning Objective:
  • To discuss the role of character in leadership.
  • To determine appropriate actions to protect the brand under crisis-like situations.
  • To highlight the role of accountability and transparency in communication.
  • To explore what makes a good apology.
Issues:
Disciplines:
Organizational Behaviour/Leadership
Industries:
Finance and Insurance
Setting:
Canada, Large, 2013
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Simplified Chinese (7 pages)
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