U-Haul: Reputation Management Case Solution

Case Solution & Analysis for U-Haul: Reputation Management by Amy J. Hillman, Donald Lange.

Complete Case details are given below :

Case Name :      U-Haul: Reputation Management
Authors :           Amy J. Hillman, Donald Lange
Source :              Ivey Publishing
Case ID :           9B16M184 / W16712
Discipline :        General Management
Case Length :    15 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
In 2014, U-Haul International Ltd. (U-Haul) was the biggest North American company in do-it-yourself moving and storage. A publicly-traded but family-controlled firm, U-Haul’s corporate performance was very strong. However, the company continued to be plagued by reputation-related challenges stemming from long-ago family feuds that had been made public. Just when the feuds were settling, the company’s executive vice-president learned that a television series planned to air an episode profiling the murder of a member of the family. The murder took place in 1990, and the killer was arrested, but the case was controversial. Such a program detailing the murder might create new challenges for U-Haul’s reputation. How should the company respond to this planned television episode? How much of the past still affected U-Haul’s reputation, and how much of the reputation still affected U-Haul’s relationships with employees, customers, suppliers, and investors? Should the company hope the renewed attention would blow over or should it set out to influence its public relationships?
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