Six to Nine Scholar

I mentioned last time that I was writing an article over on Six to Nine Scholar, and lo and behold it's now published! Give it a read and let me know what you think.

WTC Brand Crisis

In the triathlon community, any controversy that arises is eventually discussed heatedly on the forums at Slowtwitch.com, the leading forum for endurance athletes. On the last weekend of October, the forums at Slowtwitch were active with a new scandal revolving around the World Triathlon Corporation (WTC), the owners of the Ironman Triathlon brand. The negative outburst from the community, and the subsequent handling of the event by the WTC reminded me of a framework for managing scandals we learned about in our Marketing courses. I’m not certain if the WTC management used the exact steps we covered at school but the way they responded to the situation certainly fit into the framework provided. Read more.