Managing Emission Scandal Crisis at Volkswagen 1 Briefly describe Volkswagen’s emissions scandal and

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Managing Emission Scandal Crisis
at Volkswagen

1 Briefly
describe Volkswagen’s emissions scandal and provide background on the company
and automobile industry

2 Do
you think Volkswagen’s brand reputation was severely damaged by the emissions
scandal? How about its brand equity? Discuss what brand equity is, and how
Volkswagen’s brand equity will be impacted

3 How
should Volkswagen handle the emissions scandal in an ethical way? Discuss the
related ethical issues from both consumer and brand manager perspectives

4 What can you learn from this
case? What suggestions could you offer to Volkswagen’s top management?

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