Customer Experience Marketing

Watch the following 2 videos (also on this weeks Materials page): Stand Out: How to Communicate in Times of Crisis (3:00) Video: The Secret to Successful Crisis Management in the 21st Century - Melissa Agnes TEDx Talk (17:49) In these talks, Dorie Clark and Melissa Agnes discuss ways in which firms may approach crisis management. Dorie Clark highlights 3 distinct types of responses that a firm may communicate to successfully navigate a crisis. Melissa Agnes discusses two examples in which organizations were either proactive (the police department example) or reactive (Anthem data breach). Using the firm Samsung What kind of response did your firm communicate to consumers and did it change over time as they continued to navigate the crisis? Did your firm use a proactive or reactive approach to the crisis that they faced? 

Running head: MARKETING STRATEGY AND CONSUMER EXPERIENCE
Marketing Strategy and Consumer Experience
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Table of Contents
What kind of response did your firm communicate to consumers and did it change over time
as they continued to navigate the crisis?....................................................................................3
Did your firm use a proactive or reactive approach to the crisis that they faced?.....................3
How did this impact the outcome of the crisis?.........................................................................4
References:.................................................................................................................................5
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What kind of response did your firm communicate to consumers and did it
change over time as they continued to navigate the crisis?
In the highly volatile business environment, crisis is one of the most inevitable
factors. Thus, it is important for the firms to deal with crisis which is the key of sustaining in
the highly competitive business environment (Bundy et al. 2017). It is true that advancement
of social media and mobile technology is one of the major factors, paving the way for the
firms to manage crisis properly. Two ways of communication and transparency are the major
ways, through which the firms can respond to crisis. Being one of the most popular
companies around the world, it is important for Samsung to practice two ways of
communication and maintain transparency, while dealing while dealing with the stakeholders.
This is the way, through which Samsung would be able to communicate crisis among them
and thereby generate awareness among them (Meyers & Holusha, 2018).
Did your firm use a proactive or reactive approach to the crisis that they
faced?
Integrating appropriate approach of crisis management is one of the major ways of
dealing with any kind of unwanted situation with utmost efficiency. Crisis is the inevitable
part of contemporary business environment. This is so with the case of Samsung. Therefore, a
proactive approach is being used by Samsung to manage crisis. The company has developed
a proactive-mindset within their organisational culture. In addition, the firm also puts stress
on empowering the staffs within decision making process (Williams et al. 2017). This is the
fundamental factor of crisis management strategy, which is serving Samsung with the ability
to cultivate the instinct of crisis management among the team members and lead them to take
initiative and explore the opportunities of managing crisis successfully. Advancement of
technology is playing a pivotal role for the firms to mitigate any kind of challenging situation
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properly. In the same way, contemporary digital landscape is helping Samsung to explore
unprecedented opportunity in order to mitigate crisis. Mobile technology is best option,
which Samsung is utilising in terms of managing crisis by involving the stakeholders (Kayl et
al. 2017).
How did this impact the outcome of the crisis?
Leveraging the core power of mobile technology is helping Samsung to manage crisis
with utmost efficiency. Mobile technology is helping Samsung to enhance training with the
assistance of mobile app. This is the way, through which Samsung is becoming able to train
the offshore employees. In addition, mobile technology is also helping Samsung to have a
backup plan for communication. This is helping Samsung to maintain flow of communication
with the team at the time of critical situation. Resource management and information
management are two of the major advantages of using mobile technology during crisis
management (Meyers & Holusha, 2018). With the assistance of mobile technology, Samsung
is becoming able is use efficient tracking system in order to monitor crisis. Additionally,
mobile technology is also helping Samsung to define the roles and responsibilities of
stakeholders clearly.
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References:
Bundy, J., Pfarrer, M. D., Short, C. E., & Coombs, W. T. (2017). Crises and crisis
management: Integration, interpretation, and research development. Journal of
Management, 43(6), 1661-1692.
Kayl, I. I., Borytko, N. M., Vlasyuk, I. V., & Kozlovtseva, E. A. (2017). Crisis management
as a key direction of business education in market economy. In Russia and the
European Union (pp. 461-467). Springer, Cham.
Meyers, G. C., & Holusha, J. (2018). Managing crisis: A positive approach. Routledge.
Williams, T. A., Gruber, D. A., Sutcliffe, K. M., Shepherd, D. A., & Zhao, E. Y. (2017).
Organizational response to adversity: Fusing crisis management and resilience
research streams. Academy of Management Annals, 11(2), 733-769.
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