How explosive should the launch of the new Samsung Galaxy Note8 be?
Abstract: In August 2016, Samsung launched the Galaxy Note7, but the initial excitement of both the company and the market dropped painfully after only a few days when reports covered phones that were bursting into flames. With an increasing number of incidents and massive media coverage, Samsung had to quickly step up its actions from a reluctant withdraw to a global recall within only one month. Hence, the company’s newest flagship product did not yield high earnings but, in fact, caused tremendous costs through the overall crisis handling and a record-breaking recall. As a consequence, the next phone model—and a version of the same product line—was loaded with an urgent need to compensate for the crisis, and to gain back trust. Therefore, the following question arises: How should Samsung communicate the launch of the new Samsung Galaxy Note8 and how should the company—if at all—refer to the previous crisis?
AT THIS PAGE YOU CAN DOWNLOAD THE WHOLE ESSAY. (follow the link to the next page)