Coca-Cola stumbles in Belgium: Response time is critical in crisis management

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Publisher: Emerald Group Publishing Ltd

ISSN: 0258-0543

Source: Strategic Direction, Vol.19, Iss.5, 2003-05, pp. : 23-25

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Abstract

Time is money, particularly in today's world of instant communication. And when a crisis arises, response time is critical in minimizing damage to image and brand name. But when Coca-Cola was faced with a health scare in Belgium four years ago, this preeminent global giant was slow to react, making several costly and damaging errors of judgment.