- Case
- Teaching Notes
Abstract
This case focuses on the decision of what actions Paul Engler should take to support his interest in the cattle industry and what actions Oprah Winfrey should take in response. The primary subject matter of this is case is how to respond to negative public comments about a firm's product. Secondary issues include deciding whether to go to trial or to settle, the difficulty in proving causality between public comments and marketplace results, brand management, and current applications to social media.
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