Crisis Marketing: The McDonnell Douglas DC-10
This study is now available at http://commons.und.edu/theses/4440
Abstract
The McDonnell Douglas DC-10 aircraft has been plagued by a series of problems throughout its history that has shaken customer confidence and resulted in many cancelled orders. Since the DC-10 represents a large portion of the corporation's revenue, it is essential that the firm continue to sell the aircraft near previously projected rates. This has created a case of crisis marketing for the company.
This study will use the DC-10 case to present a general crisis marketing model. This model will be a step-by-step framework that can be applied to most crisis marketing situations.
By using this model and seeing it applied to the DC-10 case, managers should now be able to approach a crisis marketing situation in a more logical and organized manner.