Rebuild: How Brands in India Overcame Crisis and Emerged Stronger, Better, Wiser
Apr 2018 · Sold by Hachette India
Ebook
432
Pages
family_home
Eligible
info
About this ebook
What happens when prominent brands:
Send faulty products into the market?
Defy governmental regulations?
Back the wrong marketing message?
Have management spats in public?
Or simply fail to anticipate a major trend?
Over the years, prominent brands in India across product categories, both home-grown and multinational, have tackled crises – some unexpected and some self-inflicted, but each a defining factor in shaping a company’s future. In a first-of-its-kind narrative, Rebuild brings together the stories behind some of India’s biggest businesses that dealt with potential disaster and emerged on the other side – either victorious or wiser.
Digging deep into the crisis management strategies adopted by companies such as Coca-Cola, Unilever, Kingfisher, Tata Sons, Indian Premier League, Facebook, Uber, Nokia, Nestlé Maggi Noodles and several more, it analyses the steps that different organizations have taken to minimize damage to their brand, and describes how (if at all) they recovered.
Featuring interviews with top management executives as well as expert brand-watchers, Rebuild closely examines the circumstances that cause brands to falter – faulty products, leadership changes, disastrous sales cycles and competition activity, among others – and provides invaluable insights that may serve as cautionary tales for organizations, both small and large.
Send faulty products into the market?
Defy governmental regulations?
Back the wrong marketing message?
Have management spats in public?
Or simply fail to anticipate a major trend?
Over the years, prominent brands in India across product categories, both home-grown and multinational, have tackled crises – some unexpected and some self-inflicted, but each a defining factor in shaping a company’s future. In a first-of-its-kind narrative, Rebuild brings together the stories behind some of India’s biggest businesses that dealt with potential disaster and emerged on the other side – either victorious or wiser.
Digging deep into the crisis management strategies adopted by companies such as Coca-Cola, Unilever, Kingfisher, Tata Sons, Indian Premier League, Facebook, Uber, Nokia, Nestlé Maggi Noodles and several more, it analyses the steps that different organizations have taken to minimize damage to their brand, and describes how (if at all) they recovered.
Featuring interviews with top management executives as well as expert brand-watchers, Rebuild closely examines the circumstances that cause brands to falter – faulty products, leadership changes, disastrous sales cycles and competition activity, among others – and provides invaluable insights that may serve as cautionary tales for organizations, both small and large.
About the author
Ramya Ramamurthy studied English literature from Mumbai University and holds a diploma in Broadcast Journalism from Asian College of Journalism, Chennai. She was a media professional for several years and worked for Storyboard, the CNBC TV18 magazine show that set the bar for tracking advertising and marketing on television. She recently gave up broadcast journalism to direct documentaries for channels like Star World and National Geographic. Rebuild is her first book.
Rate this ebook
Tell us what you think.
Reading information
Smartphones and tablets
Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.
Laptops and computers
You can listen to audiobooks purchased on Google Play using your computer's web browser.
eReaders and other devices
To read on e-ink devices like Kobo eReaders, you'll need to download a file and transfer it to your device. Follow the detailed Help Center instructions to transfer the files to supported eReaders.
