원문정보
초록
영어
This study examines Namyang Dairy’s crisis management strategies following its 2013 scandal, analyzing its internal and external business environment. Using crisis management frameworks, it identifies the company's reactive approach and ineffective communication. Despite challenges, Namyang Dairy's strengths in premium product manufacturing, distribution, and branding, including its 2014 Baekmidang expansion, offer recovery potential. To achieve sustainable growth, proactive crisis management, CSR initiatives, and brand rehabilitation are essential. With this study, I contribute to the understanding of crisis management strategies in consumer-facing industries by examining Namyang Dairy's Case. This case highlights the importance of risk management and adaptive strategies in consumer-sensitive industries.
목차
1. Introduction
2. Crisis Management Theory
3. The Crisis of Namyang Dairy Product
4. Namyang Dairy’s Crisis Management
4.1. Premium Product Manufacturing Through High-Level Quality Control Systems
4.2. Organization of Distribution Channels and Expansion of New Sales Channels
4.3. Effective Product Naming Strategy and Diversification into Baekmidang
5. Conclusion
Acknowledgement
References