您選擇的商品

Miss America: Revitalizing the American Beauty Queen

Savannah Cavanaugh, Kelly Goldsmith

商品編號:W44457
出版日期:2025/08/01
再版日期:
商品來源:
商品主題:Marketing; Strategy
商品類型:Case (Pub Mat)
涵蓋議題:Miss America crisis;brand strategy;marketing case study;women in branding;crisis management;representation in media;marketing fundamentals;brand reputation;strategic marketing;gender representation;brand identity;pageant controversy;DEI in marketing;women and media;brand modernization;marketing ethics;social impact branding;organizational scandal;women leadership;consumer perception
難易度:4 - Undergraduate/MBA
內容長度:11 頁
地域:United States
產業:Arts; Entertainment; Sports and Recreation
事件年度:2018

In December of 2017, the Miss America Organization was in crisis. The organization’s popularity had been declining for years, both in the number of women vying to compete for the crown and the number of viewers of the annual Miss America pageant. Then, at the height of the #MeToo movement, a scandal erupted that caused many observers to question if the organization had a future at all. After the chief executive officer of the Miss America Organization sent inappropriate emails discussing and degrading the personal lives and physical appearance of previous Miss America titleholders, a strategic group of 49 former titleholders was assembled to provide guidance to the organization and help craft a strategy for the future of the organization. The group was asked to deliberate on four potential options for the future of the organization: modernize, harvest, maintain, or discontinue. A thoughtful and careful business decision was needed to balance the overall company strategy and financial performance with changes in the sociopolitical context.

教學手冊:Miss America: Revitalizing the American Beauty Queen - Teaching Note
補充材料: