Lassonde Industries versus Olivia's Oasis Inc.
商品編號：9B13A029
出版日期：2013/06/11
再版日期：2013/05/11
商品來源：
商品主題：Marketing; Communications
商品類型：Case (Pub Mat)
涵蓋議題：Social media;reputation marketing;marketing communication;branding;food products;beauty products;Canada
難易度：4 - Undergraduate/MBA
內容長度：7 頁
地域：Canada
產業：Manufacturing
事件年度：2012
La Presse, a French language newspaper in Montreal and the largest French language newspaper in North America, published an article summarizing the judgment of a trademark infringement case involving Lassonde Industries, a large Quebec conglomerate with sales of almost Cdn$760 million, and Olivia’s Oasis, a small Quebec manufacturer of health and beauty products with sales of Cdn$250,000. Initially, Olivia’s Oasis had successfully defended itself and it was awarded damages and costs by the courts. However, Lassonde appealed, which resulted in Olivia’s Oasis having to pay its own legal costs — a judgment that could bankrupt the small company. By the end of the day, thousands of readers and members of the public had reacted via social media with such vehemence that Lassonde felt pressured to pay Olivia’s Oasis’ costs. The issues are related to the management of a company’s reputation and the potential impact of negative public reaction in the long term.
教學手冊：Lassonde Industries versus Olivia's Oasis Inc. - Teaching Note
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