Caribou Coffee Social Media Needs a Course Correction

 

This short presentation from my MBA program illustrates why two-way communication is important when companies are undergoing a transition. Caribou Coffee illustrates how alienating and ignoring your brand’s devoted fans during a time when they need to hear from you is a terrible idea. If the company had handled the situation differently, or decides to take an about face soon, they could actually reap the benefits of being open and transparent instead of what they are getting now.

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