CrossFit : when the face of a brand becomes a toxic asset /

CrossFit founder and CEO Greg Glassman damages the brand after three public relations mishaps following the Black Lives Matter protests over George Floyd's killing. Over 1,100 affiliate gyms and key sponsors cancel contracts with CrossFit, prompting Glassman to step down as CEO, leaving David C...

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Bibliographic Details
Main Authors:	Maida, Lauren (Author), Sheppard, Joseph, active 2020 (Author), Rattray, Peter (Author)
Format:	eBook
Language:	English
Published:	London : The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame, 2020.
Series:	SAGE Business. Cases.
Subjects:	CrossFit, Inc. > Case studies. CrossFit, Inc. Corporate image > Case studies. Public relations > Case studies. Entreprises > Image > Études de cas. Relations publiques > Études de cas. Corporate image. Public relations. Electronic books. Case studies.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	CrossFit founder and CEO Greg Glassman damages the brand after three public relations mishaps following the Black Lives Matter protests over George Floyd's killing. Over 1,100 affiliate gyms and key sponsors cancel contracts with CrossFit, prompting Glassman to step down as CEO, leaving David Castro in charge.
Item Description:	Originally Published InMaida, L., Sheppard, J., & Rattray, P. (2020). CrossFit: When the Face of a Brand Becomes a Toxic Asset. 20-05. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.
Physical Description:	1 online resource : illustrations.
ISBN:	9781529779912 152977991X