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Managing in Troubled Times Case Study

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Case Title:

Image Crisis at BP

Publication Year : 2008

Authors: Kalyani Gohokar

Industry: Oil and Natural Gas

Region:Europe

Case Code: TRT0076P

Teaching Note: Available

Structured Assignment: Available

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Abstract:
BP, the London-based oil company is one of the six global energy super majors with interests in exploration, production refining and marketing of oil, gas, power and renewables. In 2006, BP suffered a series of mishaps that tarnished its image. Among the mishaps were pipeline corrosion at Prudhoe Bay in Alaska leading to oil leakage, a civil complaint filed against BP for manipulating the propane market and a gas oil leakage in the port of Long Beach, California. All these mishaps and scandals had an adverse impact on BP’s reputation. Analysts were skeptical if BP would resurrect its stained image.

Pedagogical Objectives:

  • The dynamics of the oil industry
  • The crisis management strategy at BP
  • The importance of crisis management on the brand image of companies.

Keywords : Energy; BP; crisis management; oil spills; Texas refinery; Managing in Troubled Times Case Study; Helios; green image; reputation crisis

Contents:

  • British Petroleum – An Overview
  • A Dent in BP's Image
  • BP's Crisis Management and Rebranding Strategies: Towards a Green Image
  • BP: Looking Ahead

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