Problem Statement
The problem which arose from the footwear international case study has a big effect on the company especially on its reputation as well as its sales performance.
The story went on to link Footwear with Salman Rushdie and an international Jewish conspiracy against Muslim. The situation deteriorated rapidly and soon involved the threat of student demonstrations and criminal charges against John Carlson, the Managing Director, and three other Footwear Managers’. The threat of student demonstrations especially in a country such as Bangladesh can have long reaching implications on a country which is densely populated and has low literacy levels.
The filing of criminal charges against John Carlson, the Managing Director, and three other Footwear managers could cause a large scale turnover in the human resources all over the world with panic resignations. This incident would also lead to a series of doubts about the product, company and its ventures.
Alternative strategies
Come out and talk to the society through media.
All of the accused include the Managing Director, Production Manager and Marketing manager and the calligrapher and other responsible parties have to seat together. They have to make press conference, apologize and clear explanation to all concern parties that may been have insulted from this issue especially the Muslims.
Eradication of the entire product.
The company should stop the production of the footwear in question, recall the sold ones and ensure further investigation is carried out. This is crucial for the company perceived to be owned by Jews. It will only worsen the reputation of Footwear International should they decide to continue the the production of the sandal.
Meeting with stakeholders and Government agencies to explain the issue and the way forward to resolve the misinterpretation of the logo under question. They need the governments understanding and support. They need to work with the government and its agencies by engaging in CSR to show the community their sincerity and support. They can also invite reputable members of the public to have a view of the initial design.
The lessons for other companies facing similar challenges is for them to understand that as managers they need to recognise the sensitivity of the environment they operate in, always do a form of critical review of any output before it goes to the market. According to the case study, all those accused in the scandal were foreigners. Based on the above solutions, the most urgent and best strategy is for them to talk to the government and the people about the misinterpretation with the hope that they will get their confidence back as well as their patronage which is vital for the companys growth and survival.
References
Blake, R. (200), ‘Footwear International’, Management and Culture, pp. 123- 129,
Chandler, A. (1962). Strategy and structure: chapters in the history of the industrial enterprise. Cambridge: M.I.T. Press.