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IMI Research Brown Bag Lunch with Daniel Laufer

“Should CEOs of multinationals be spokespersons during an overseas product harm crisis?”

Deciding whether to use the CEO as a spokesperson during an overseas product harm crisis is a very complex issue. However, multinationals can benefit from systematically analyzing factors related to the characteristics of the CEO, the nature of the crisis, and characteristics of consumers in overseas markets before arriving at a decision. I will discuss a framework incorporating these factors. The framework is useful to both companies in assessing whether to use the CEO during an overseas product harm crisis, as well as researchers in identifying areas for future research.

Daniel Laufer (PhD, MBA) is an Associate Professor of Marketing, and a former head of the school and member of the faculty management team (2014-2017) at Victoria University of Wellington, one of the leading universities in New Zealand. His primary area of expertise is Crisis Management, and his research focuses on crisis communications, and gaining a better understanding of how stakeholders react to crises. Dan was a faculty member at leading universities in the USA, and he also taught at highly ranked business schools in Germany, South Korea, Mexico, Canada, Israel and Austria. Dan currently serves as an Associate Editor for both the European Journal of Marketing and Business Horizons and is also on a number of editorial boards including Public Relations Review and Corporate Reputation Review.

Date

Start date: 7 September 2022, 12.00 pm

Location

ZHAW Building SI O4.04, Winterthur

Organizer

ZHAW Abteilung International Business
Theaterstrasse 17
8401 Winterthur