Domino’s Pizza and YouTube
Introduction
Dan Laufer has some suggestions about discussing the recent Domino's Pizza YouTube video crisis in marketing classes
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The recent Domino’s Pizza YouTube Video involving employees violating health standards codes while preparing pizza is a very interesting case study for discussion about Crisis Management and consumer reactions to crises (see for a news report about the incident which can be effective for use in the classroom).
In particular, a number of interesting issues can be discussed in the classroom about the Domino’s Pizza crisis including:
- How has the YouTube era changed the nature of crises for companies?
- Do you think Domino’s Pizza will be successful in distancing itself from the crisis by claiming that the problem is limited to the particular franchise? How do consumers assess whether an incident is representative of the company, or an isolated case?
These are all very important issues, and I believe a discussion on the topic is useful in both undergraduate and graduate marketing and consumer behavior courses.
If you are interested in some other ideas regarding material about Crisis Management for your courses, I posted a syllabus for a Crisis Management course on ELMAR which has a list of reading material and cases. The syllabus is available online at
Daniel Laufer, PhD, MBA
Associate Professor of Marketing
Sy Syms School of Business
Yeshiva University
500 West 185th Street
Belfer Hall
New York, NY 10033
Tel: 212-960-0124
Cell: 646-753-0078