Multinational crisis management in China to explore the short board.doc

 PAGE \* MERGEFORMAT 7 Multinational crisis management in China to explore the short board Nestle milk into “excessive iodine,” the crisis is still lingering, the Haagen-Dazs “black workshop incident” once again raised concerns about food safety of consumers. Meanwhile, the McDonald’s “Chinese consumers kneel” to the advertising crisis and “No peace,” a new round of multinational companies into crisis. one after another, we seem to have been surrounded by corporate crisis! In the last nearly 6 months of 2005, multinational companies one after another fell into a round into the crisis. Unilever, Boeing, Heinz, Procter amp; Gamble, Kraft, KFC, Johnson amp; Johnson, Colgate-Palmolive and other Fortune 500 companies are caught in a variety of different types with varying degrees of crisis. Throughout the crisis, these multinational companies, Zhuo Yue Consulting found that while awareness of crisis management of multinational companies have been more substantial than the previous increase, but still many do not Meaning at the best of people, some for the crisis to pay a terrible price, while others are a direct result of the failure of management in the Chinese market. In summary, the multinational crisis management irregularities, generally can do the following analysis: First, management in general have “major issues to minor ones of the” error view, an apology instead of the product recall. Such as excessive iodine in Nestle milk powder crisis, Nestle has always insisted on security, said at first, the lack of integrity, while that in line with international standards , while that meet the lt;”China Dietary Reference Intakesgt;gt; the upper limit of iodine intake, so many excuses, without the slightest credibility to speak of, but does not embody the values of charge for consumers. Even shopping malls around the country and large store the goods have been withdrawn, the Nestle still refuses to return or voluntary recall of products, but consumers “will br