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Company Analysis: Pepsi Crisis Management

Pepsi was lately embroiled in an argument over an advertisement published in April 2017. Kendall Jenner, a white model, appeared in the commercial handing cops a can of Pepsi to terminate what seemed to be a Black Lives Matters demonstration (Bowers et al., 2017). Individuals immediately took to social platforms to ridicule the commercial for being naive to communal issues. However, the soda firm pulled the commercial and put the campaign on hold less than 24 hours later.

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.Reaction with urgency and speed to the crisis is associated with Kotter’s concepts. The company’s implementation of the Crisis Managing Concept aided the corporation’s rapid and productive response to the problem. The company did not have a considerable pre-crisis period; nevertheless, it responded when the crisis hit (Bowers et al., 2017). The deal was their disaster response strategy, and it instantly made an apology and removed the saleable ad as a consequence of the instance. The decision of the company to communicate an apology to the public is a concept of Kotter that made the leadership applied to succeed. The firm did not allocate blame or act as the prey.

The firm might have avoided the issue if it had skimmed the situation. Pepsi was utmost probably conscious of the societal circumstance, but they did not execute profound enough. There were no signals which the commercial might boomerang, conferring to Pepsi. The company has lengthily depended on superstars to promote its products. Conversely, the fact that they selected a white model to seem to resolve a societal problem among police and African-Americans was utterly discounted as a warning signal. It is critical to manage a company’s reputation after a disaster (Bowers et al., 2017). Pepsi’s rapid reaction guaranteed that the corporation did not take a lot of damage due to the reaction. The corporation has been capable of moving on from the commercial tragedy by apologizing and taking corrective steps. Generally, Pepsi’s calamity administration enabled the corporation to recover with minimum damage.


Bowers, M. R., Hall, J. R., & Srinivasan, M. M. (2017). Organizational culture and leadership style: The missing combination for selecting the right leader for effective crisis management. Business Horizons, 60(4), 551-563.

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