1 Kayla Warner, Emily Bird and Hayley Wright PRCM 2500-001 Final Case Study Paper 25 April, 2017 Samsung: Hot and Bothered One of the biggest rivalries in the technology world is between Apple and Samsung. The companies battle in the realms of personal...
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1 Kayla Warner, Emily Bird and Hayley Wright PRCM 2500-001 Final Case Study Paper 25 April, 2017 Samsung: Hot and Bothered One of the biggest rivalries in the technology world is between Apple and Samsung. The companies battle in the realms of personal technology, going head-to-head for the title of “Best Cellphone,” “Best Laptop” or “Best Tablet.” While Apple has generally received positive feedback in the media lately, Samsung has faced serious scrutiny for its crisis management of the Galaxy Note 7’s tendency to overheat and spontaneously combust. We chose to explore this crisis in order to analyze Samsung’s reaction to such a critical incident. The crisis specifically revolves around the Galaxy Note 7 and its literally explosive nature. The phone was known for overheating and spontaneously catching fire for reasons that Samsung initially could not explain. The explosions risked many lives and severely impacted the credibility of Samsung. Throughout the course of the crisis, Samsung
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