那些年大牌公司打响的声誉保卫战
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强生 • 危机：强效泰诺引发恐慌 • 时间：1982年 说到公司信誉危机，1982年强生（Johnson & Johnson，《财富500强》）生产的偏头痛药泰诺引发的恐慌是数一数二的案例。当时，七名芝加哥地区的居民服用了掺有氰化物的超强泰诺后身亡。这家公司立即召回了3000多万瓶泰诺，同时着手研制新的防伪包装。大多数医药专家都断言，强生无法从这次打击中恢复过来。然而，强生重视对消费者的关怀，从而拯救了这个一线品牌。市场信息机构Euromonitor International 提供的数据显示，2013年，泰诺是美国第六畅销的止疼药。 |
Johnson & Johnson • Crisis: Extra-strength Tylenol scare • Year: 1982 When it comes to crises in corporate history, Johnson & Johnson's (JNJ, Fortune 500)1982 Tylenol scare tops the list. Seven people died in the Chicago area from consuming Extra-Strength Tylenol capsules laced with cyanide. The company immediately recalled more than 30 million bottles and went to work creating new tamper-proof packaging. Most medical experts concluded that the drugmaker would not be able to recover from the stumble. However, Johnson & Johnson's emphasis on customer care saved one of its top brands. In 2013, Tylenol was the sixth best-selling pain reliever in the country, according to data from market intelligence firm Euromonitor International. |
