Some considerable damage has been done to the Ford brand as a result of the Kuga fires but Ford South Africa can still make amends.
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The behavior of Ford South Africa around the fires that have engulfed its 1.6-litre EcoBoost Kugas model is a classic case of how not to handle a corporate crisis.
Ford South Africa has made some elementary mistakes in handling the crisis caused by fire hazards in its Kuga Ecoboost 1.6 litre model.
Top contributors
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Adjunct Professor, with expertise in Branding, Marketing, Business Strategy, Corporate Citizenship and Social Responsibility. Graduate School of Business, University of Cape Town
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Associate Professor of Marketing, University of Cape Town
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Doctor of business studies, Stellenbosch University
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Associate Professor and Director of Rhodes Business School, Rhodes University