November 29, 2010 was the "Cyber Monday", one of the busiest shopping days of the year online, with the ability to approach $ 1 billion in online sales in North America. Chief designer of fashion company Donna Karan New York (DKNY) faced with a difficult situation. This Cyber Monday, activists for animal rights group People for the Ethical Treatment of Animals (PETA) have been placed on the simultaneous messages DKNY's Facebook page. Anyone viewing the page could not see the message, "DK Bunny Butcher". This action was the culmination of PETA several years, beginning in 2005, in an attempt to convince the DKNY refuse to use fur in their collections. It's November 29 message was a sharp reminder as DKNY and Cyber Monday customers, which up to this point, the company refused to stop including fur. This message was available for viewing at DKNY over 200,000 fans and millions of Internet shoppers Cyber Monday. Chief designer was sure how to respond: on the one hand, there was a desire to clearly explain the use of fur, on the other, to avoid escalation of the publicity of the case. She needed an immediate strategy that would keep the image of their brand and protect future sales. "Hide
by Michael Sider, Paul Bigus Source: Richard Ivey School of Business Foundation 8 pages. Publication Date: October 7, 2011. Prod. #: W11330-PDF-ENG
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