Ivey Publishing

Product Details

Uni-President: Crisis Management Strategy
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Publication Date:
Revised Date:
8 pages (6 pages of text)
Product Type:
Case (Field)
On January 16, 2015, the director of the public affairs division of Uni-President Enterprises Corp. (Uni-President) reflected on growing safety concerns in the food industry. At the time, organizations operated in an uncertain environment, marked by varied suppliers of raw materials, changing government policies and regulations, and shifting consumption choices. As business environments grew ever more uncertain, the likelihood of a product crisis increased. The food industry was especially vulnerable, and large food manufacturers confronted difficult situations in which their hard-won reputations could be destroyed by a single crisis. Even with its strong track record and reputation, Uni-President could not have avoided the consequences of a 2014 food scandal. Although Uni-President had survived the recent spate of food safety crises, more would be likely to come. Was Uni-President’s crisis management approach sufficient, appropriate, and effective? What should Uni-President do going forward?
Learning Objective:
This case can be used in courses on product and brand management, integrated marketing communication, crisis communication, and services marketing at both the undergraduate and postgraduate levels. After completion of this case, students will be able to
  • develop an overview of crisis management processes;
  • recognize specific issues raised in the different stages of crisis management;
  • learn and evaluate the strategies employed by Uni-President; and
  • develop crisis management strategies for different companies in various product categories, depending on the nature of the product offered, customers, and the external environment (e.g., regulations, technology, competition, society, culture, and the economy).
Marketing,  International
Taiwan, Large, 2015
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (8 pages)
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