28 Jun Managing Emission Scandal Crisis at Volkswagen
Question
Managing Emission Scandal Crisis at Volkswagen
1 Briefly describe Volkswagen’s emissions scandal and provide background on the company and automobile industry.
2 Do you think Volkswagen’s brand reputation was severely damaged by the emissions scandal? How about its brand equity? Discuss what brand equity is, and how Volkswagen’s brand equity will be impacted.
3 How should Volkswagen handle the emissions scandal in an ethical way? Discuss the related ethical issues from both consumer and brand manager perspectives.
4 What can you learn from this case? What suggestions could you offer to Volkswagen’s top management?
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