Michael McCain: Tweeting on the Maple Leaf Foods Account
商品編號：9B20C050
出版日期：2020/11/17
再版日期：2020/11/17
商品來源：
商品主題：Organizational Behaviour/Leadership
商品類型：Case (Pub Mat)
涵蓋議題：leadership;stakeholder management;social media;communications;branding;activism;values;shareholder value
難易度：4 - Undergraduate/MBA
內容長度：2 頁
地域：Canada
產業：Retail Trade;
事件年度：2020
On January 12, 2020, Michael McCain, the president and chief executive officer (CEO) of Maple Leaf Foods Inc., posted four tweets on the company's social media platform, venting his anger at the US administration over a civilian airplane shot down in Iran. Specifically, he expressed his anger at the loss of life—including that of the wife and 11-year-old son of an employee of Maple Leaf Foods—which, according to McCain, stemmed from “a needless, irresponsible series of events in Iran." McCain cast blame on US president Donald Trump for escalating tensions with an "ill-conceived plan to divert focus from political woes." Should McCain, as CEO, have expressed his personal views on Maple Leaf Foods' Twitter feed? Would his tweets damage the company's brand and destroy shareholder value?
教學手冊：8B20C050;
補充材料：