Analysis of Snow Brand Milk Products' Crisis Events

Abstract

The quality of Japanese Snow Brand Milk Products is famous in the world, but once three crisis events happened in its history. Supervision negligence on the product quality caused the outbreak of the two poisoning. A lack of integrity given rise to diddle subsidies events. The things affect greatly the reputation and brand image of Snow Brand Milk Products. This paper through the analysis found that the CSR (Corporate Social Responsibility) and moral of the corporation were missing. Therefore, the corporation should practice CSR fully, set up the integrity management system and expand business reasonably, etc. They should try their best to put an end to the occurrence of crisis event and restore the brand image.
Key words: Snow Brand Milk products; Corporate social responsibility; Integrity management system; Crisis events