“The Integrated Comeback Strategy”: Turning Reputational Crises into Expansionary Boom

Abstract

Throughout the history of global economics, companies facing crises—whether trivial or critical—are the norm. Peace is the anomaly. Some firms cannot endure the financial pressure and therefore collapse entirely. Others see the advantageous opportunities that a crisis can bring forth and transform unexpected conditions into platforms for unprecedented success. This essay examines four different companies, each with its unique crisis scenarios: Tylenol, Volkswagen, Wells Fargo, and the British Petroleum Company. These four case studies were chosen for the diversity of issues they faced, as well as the array of industries represented: pharmacy, transportation, banking, and the environment, respectively. Among each, we will trace the comprehensive timeline of each event; analyze responsive measures taken by the companies and assess whether they were destructive or conducive. Finally, this paper will examine what can be done to further improve the circumstances according to the “integrated comeback strategy.”