Samsung committed the “cardinal sin of crisis management” – now trust in its entire brand is at risk

This has been arguably the most difficult month in Samsung’s history, with the South Korean tech giant left reeling from worldwide reports of battery failures and fires caused by its flagship Galaxy Note 7 device. A crisis expert suggests that its “speed over diligence” response to the situation was dire, putting “the entire brand” in the court of public opinion – and it could have a long way to go to restore trust among consumers.

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