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BP's flawed handling of the environmental crisis in the Gulf of Mexico is creating an identity crisis for the company. The gap between its stated commitment to environmental responsibility and its slow and stumbling reaction to the oil spill disaster exposes its top management as tone deaf and seemingly indifferent to the deep damage being done to the company's brand. This paper offers six steps that BP should have taken this time around to mitigate the damage - and that other companies should consider when it's their turn to cope with crisis.
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