Employees

Nir Kossovsky

Chapter Chapter 4 in Reputation, Stock Price, and You, 2012, pp 53-91 from Springer

Abstract: Abstract On or about 13 April 2009, in a small Domino’s pizza franchise in North Carolina, two employees uploaded a two-minute prank video to Youtube of the duo offensively tampering with the food they were preparing. Within a few days, the power and reach of social media triggered more than a million views on Youtube and a “viral” spread of the subject on twitter. no surprise that a Google Trends report showing a 50% increase in searches for “Domino’s Pizza” was not accompanied by a surge in orders for freshly baked pizza pies. A national study conducted by HCD Research using its Media Curves website found that 65% of respondents who would have previously visited or ordered Domino’s Pizza were less likely to do so after viewing the offensive video.2

Keywords: Financial Time; Unethical Behavior; Wall Street Journal; Intangible Asset; Investment Banking (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-1-4302-4891-0_4

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DOI: 10.1007/978-1-4302-4891-0_4

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