Coke's Hard Lesson In Crisis Management

Seventeen years ago, James E. Burke wrote the playbook for handling corporate catastrophe when, as CEO of Johnson & Johnson, he managed the Tylenol scare. His strategy: Be visible, be sympathetic, be responsive. Coca-Cola Co. Chairman and CEO M. Douglas Ivester is now trying to be all three, weeks after 200 people in Belgium and France, many of them children, came down with nausea and dizziness after drinking Coke. Banned in Belgium, Luxembourg, France, Spain, and the Netherlands until June 23, Coke, perhaps the most valuable brand in the world, suffered mightily.

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