United Breaks Guitars, Portuguese Version Harvard Case Solution & Analysis

When social media propagate a criticism about poor customer service, a worldwide media event ensues. How do viral videos spread and what can companies do about them? This case dissects an event in which a disgruntled customer used Twitter and YouTube to spread a music video detailing United's mishandling of 's subsequent refusal to compensate guitar and the firm his $3,500.

The song was called "United Breaks Guitars." The mechanisms of viral propagation are uncovered and the limited opportunities for answer by the firm are revealed. The claim supports the opinion of the Internet as an insurgent medium, better at defense than at assault.

United Breaks Guitars, Portuguese Version Case Study Solution

PUBLICATION DATE: January 06, 2010 PRODUCT #: 515P01-HCB-POR

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

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