Read the University of Toronto’s case (and view the videos), “United Breaks Guitars”, then answer the following questions in essay format (use complete sentences, cite and reference): Expand in depth
Why did Carroll’s videos garner so much attention?
What options did United have once the videos had been launched?
What were the advantages and disadvantages of each option? How well did United handle the situation?
Could United have anticipated this situation, and if so, what could it have done to minimize the damage to its brand?
What suggestions do you have for brands in a world in which customers may communicate about their brands? Are there opportunities for brands in this situation?