Complete Case details are given below :
Case Name : Ricky Martin: The Role of Reputation in a Celebrity’s Career
Authors : Sheila Marie Cruz-Rodriguez, Victor Quinones
Source : Ivey Publishing
Case ID : W14720
Discipline : Marketing
Case Length : 08 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Globally acclaimed singer, actor, author and Grammy Award winner Ricky Martin “decided [on March 29, 2010] to put an end to the hell that was going on inside [his] mind” by using Twitter to openly declare his homosexuality. Issues posed by the revelation included: What options were available to Martin’s management before and after the revelation in order to effectively deal with situations that could have jeopardized Martin’s career and future projects? Should those close to Martin have planned for a potential brand repositioning strategy? If so, how should they have handled it?
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