By Shailendra Pratap Jain (PGP 84) and Shalini Sarin Jain
Book Synopsis
Managing Brand Transgressions: 8 Principles to Transform Your Brand is a groundbreaking book that provides a comprehensive roadmap for navigating the stormy waters stemming from brand transgressions and transforming your brand from the inside out. Featuring over 25 real-life case studies from around the world, spanning approximately 50 years, it offers in-depth insights into how brands like Fox News, Maggi, Nokia, Starbucks, and Tylenol have responded to brand transgressions – both successfully and unsuccessfully.
This book will help you take better control of your brand’s future by learning how to:
• Reduce the occurrence of brand transgressions
• Respond effectively when a crisis hits
• Turn transgressions into transformational opportunities
Gripping, provocative, thoroughly researched, and endorsed by industry leaders, the book presents eight essential principles for preventing brand transgressions from becoming catastrophic.
Authors’ Bio
Shailendra Pratap Jain is Bret Wheat Endowed Professor of Marketing and International Business at the Foster School of Business, University of Washington, Seattle. He has held faculty positions at Indiana University’s Kelley School, University of Rochester’s Simon School, Cornell University’s Johnson School, University of Western Ontario’s Ivey School, Cambridge University’s Judge School, Indian School of Business, Hyderabad, and BITS School of Management, Mumbai. Well-known for his widely published scholarship in consumer psychology, Dr. Jain has extensive publishing and editorial experience in top marketing journals and has won many executive and graduate (MBA) teaching awards. Prior to his academic career, he worked in sales, brand management, and advertising in industry and is associated with several noted marketing campaigns in India.
Shalini Sarin Jain is Associate Professor of Management and the inaugural Director of Diversity, Equity, and Inclusion at the Milgard School of Business, University of Washington, Tacoma. She has published articles on gender representation and compensation parity in top management, allegations of sexual misconduct, sustaining livelihoods or saving lives during COVID, and corporate response to mandatory CSR regulation in leading management journals including the Journal of Business Research, Journal of Business Ethics, Management and Organization Review, and Journal of Family Business Strategy. Dr. Jain teaches courses in business and society, ethics, and CSR at the undergraduate and MBA level and has extensive industry, government, and non-profit experience leading and providing consulting services to state, county, and city governments.
