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
Related Case Solutions & Analyses:
General Electric: Strategic Planning Corporate Goals and the Job of the Chief Executive Video
Ellis Manufacturing Co.
General Electric: John F. Welch Jr. Chairman of the Board Video
Note on Diversification as a Strategy
Dan Stewart (A)
Fates of Martin Luther King and Malcolm X
Lenovo: A Chinese Dragon in a Global Village
Newmont Mining Corp. and a Mercury Spill in Peru (B)
The Globe and Mail: Cut-and-Paste Plagiarism Scandal
Blue Ocean Strategy
