2004 Winning Case Studies
- Grand Prize
Shizuko Ota and Aki Kikuchi, students; Brenda J. Wrigley, faculty advisor College of Communications Arts & Sciences, Michigan State University
Title: Why Was the Snow Polluted? - A Blind Spot for the Japanese Top Milk Company, Snow Brand
Abstract: On July 2000, Japan's largest milk product company, Snow Brand Milk Products Co., Ltd, caused the worst case of food poisoning in Japanese history by its contaminated milk products. The company's strong brand equity and high technology led them to arrogance and complacency which caused the incident. Moreover, Snow Brand's mishandling of corporate communication management made the crisis worse and accelerated public anger. This case study examines the basis of organizational communications that covers internal and external communications, considering how cultural differences affect PR functions and management.
Prize: $5,000 to student; $1,500 to faculty advisor
This case study may be downloaded here.
A slide presentation may be downloaded here.
Teaching notes will be made available to faculty upon request.
- First Prize
Susan A. Stewart, student; Coral Ohi, Ph.D., faculty advisor
College of Communications, California State University, Fullerton
Title: Disneyland's Public Relations
Abstract: This case study documents a contrast in public relations techniques used by Disneyland in three separate accidents; two of which received substantial media and public criticism. The study demonstrates how Disneyland solved their business problem by implementing a public relations campaign geared towards the needs and concerns of their audience. It also demonstrates how the company effectively changed their approach to the public and the media in response to the most recent accident that occurred at Disneyland.
Prize: $3,000 to student; $750 to faculty advisor
This case study may be downloaded here.
A slide presentation may be downloaded here.
Teaching notes will be made available to faculty upon request.
- Second Prize (tie)
Charlotte Hoopes, student; Kristen De Tienne, Ph.D., faculty advisor
Marriott School of Management, Brigham Young University
Title: The Hewlett-Packard and Compaq Merger: A Case Study in Business Communication
Abstract: The HP-Compaq case focuses on business communication issues involved in high-profile business transactions, specifically mergers and acquisitions. In addition, this case examines several broader issues related to mergers and acquisitions. This case examines the history of the Silicon Valley icon, HP and the situation surrounding HP's announcement to merge with Texas computer giant, Compaq. In particular, this case examines some of the key issues and events that were raised and that occurred subsequent to the announcement of the merger.
Prize: $1,500 to student; $375 to faculty advisor
This case study may be downloaded here.
A slide presentation may be downloaded here.
Teaching notes will be made available to faculty upon request.
- Second Prize (tie)
Lee Lewis, student; Kristen De Tienne, Ph.D., faculty advisor
Marriott School of Management, Brigham Young University
Title: Nike Corporation: Jumping the Hurdles of Social Responsibility Disclosure
Abstract: The Nike case explores the powerful public relations consequences Nike suffered when advertising its social responsibility efforts in defense of activist criticism. The case makes a fresh analysis of the legal dangers and practical obstacles to building customer relationships through social responsibility communication, a rapidly growing area within the field of public relations. Furthermore, the case discusses a controversy between the fields of product advertising and corporate transparency that went to the Supreme Court, a problem that will continue to threaten business leaders in all sectors who are unprepared for new forums of corporate speech.
Prize: $1,500 to student; $375 to faculty advisor
This case study may be downloaded here.
A slide presentation may be downloaded here.
Teaching notes will be made available to faculty upon request.
