Shalini Sarin Jain and Shailendra Pratap Jain

Managing brand transgressions: Insights from 50 years of business cases

Building a successful brand takes significant time and resources, but even the strongest brands face setbacks. These “brand transgressions” can arise from various sources, including the company’s own actions. While some businesses navigate these challenges successfully, many struggle to respond effectively, often worsening the situation. After examining 50 business case...