Barilla Pasta: A Company In Hot Water Harvard Case Solution & Analysis

The CEO of the world-poineer pasta developer, on the September 26th, 2013, the Barilla Group, was tackle with an vague situation. A day earlier, during an interview on an Italian radio show, the company chairman formed a series of anti-homosexual remarks when asked why the company didn't feature advertisements with homosexual families. Social media exploded with negative remarks and numerous equality themed images featuring pasta. U.S. late night television shows ridiculed the corporation, and diverse varied equality rights organizations around the world, called for a boycott of its own products.

Competitors also issued ads and statements extolling their respect for diversity.  Everyone - customers, organizations, adversaries and news media supporting diversity - were looking for an explanation. The company desperately required to formulate a strategy to freely counter and spurn the negative long-term penalty of a spoiled brand name, fell market share and finally lost revenues.

PUBLICATION DATE: November 08, 2013 PRODUCT #: W13480-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

Other Similar Case Solutions like

Barilla Pasta: A Company In Hot Water

Share This