Dr Daniel Laufer is the Associate Professor of Marketing at Victoria University and the CEO for Crisis Contagion. His initial point was who should speak during a crisis.?

 

(1) Define what a crisis is?

(2) Why the CEO  is the speaker during the crisis.

(3) His initial example was a major crisis that had occurred regarding the: Toyota Market where a sudden acceleration  had occurred when people had decided not to buy the cars..

(4) Another crisis had occurred regarding Fonterra and the botulism crisis.

(5) A more general perception was perceived harm by consumers which was not an actual crisis.

 

He provided examples of celebrity CEO's such as Sir Richard Branson and Bill Gates and how they are beneficial to the perception of their organisations. He also spoke of the liability of foreigners due to the communication difficulties and a key role of identification of the spoke persons. Other factors Included the severity of the crisis and the importance of the market to the consumers and ethnocentricsm. The country of origin effect and the perception of transparency and ethical behaviour were also referred to Including the relevance of Germany to overseas markets. Other factors included the growth and relevance of the Chinese market and the number of CEO's now attending China.as well as the perception of transparency and ethical behaviour.

 

Ed Hamilton

Club Reporter