Tylenol Crisis

Delivery date: 4th of June 2015

Number of keystrokes: 23,995

Johnson & Johnson's Tylenol-Crisis

Marketing and Strategic Communication

Høiris-Andersen, Emma Christina Holdt, Cpr. number: 090893-1114

Iversen, Anne Straarup, Cpr. number: 140795-1618

Co-author Statement

This paper was a joint project, and the responsibilities are divided as stated below:

Høiris-Andersen, Emma Christina Holdt, Cpr. number: 090893-1114

          2.1  The Corporate Branding Tool Kit

          4.1  Corporate Branding Strategy

               4.1.1  Gaps in Imagine, Vision, and Culture

               4.1.2  Realigning the Strategic Stars

Iversen, Anne Straarup, Cpr. number: 140795-1618

          2.2. Coombs' Crisis-Response Strategies

          4.2  Johnson & Johnson's Crisis-Response

               4.2.1  Crisis Type

               4.2.2  Veracity of Evidence

               4.2.3  Damage

               4.2.4  Performance History

               4.2.5  Crisis-Response Strategies

Høiris-Andersen, Emma Christina Holdt and Iversen, Anne Straarup together

          1     Introduction

          3     Case

          5     Discussion

Table of Contents

Co-author Statement        

List of Abbreviations        

1     Introduction        

2     Theory        

2.1  The Corporate Branding Tool Kit        

2.2  Coombs' Crisis-Response Strategies        

3     Case        

4     Analysis        

4.1  Corporate Branding Strategy        

4.1.1  Gaps in Image, Vision, and Culture        

4.1.2  Realigning the Strategic Stars        

4.2.1  Crisis Type        

4.2.2  Veracity of Evidence        

4.2.3  Damage