| dc.description.abstract | In 1984, Taiwan non-alcoholic beverage industries broke out crisis of root beer containing carcinogen safrole. It is 1st crisis for Taiwan non-alcoholic beverage industries. At that time, there are seven drinks companies involved to produce questioned root beer. Plasticizer crisis in May 2011 was exploded again to bump this industry. It is caused significant sale declinations of food, juice and sports drinks. Recalling crisis events in the history of the world, every enterprise subject to face the ordeal and challenges of unexpected crisis, crisis management has become one of the important topics.
This theorem proposes to understand the successful case of crisis management in Taiwan non-alcoholic beverage industry. According to Hey Song’s root beer containing safrole case, to analyze their crisis management processes. Johnson & Johnson’s Tylenol tampering crisis, the most representatively successful crisis management case is cited as investigation reference. Due to Johnson & Johnson crisis management procedures are identified as crisis management theory by academic circles, this theorem refers to this theory investigating the result of Hey Song crisis management.
Moreover, comparing with failure cases, we could find out no matter enterprise size, product categories and countries, all kinds of units have chance to meet different crisis events. However, some ones turn the miscue into an opportunity, the others led to expansion of the crisis and non-recoverable damage of enterprise reputation because wrong managers’ strategy and lack of immediately and properly crisis management. Finally, learnt from the classical cases to find out the key to overcome crisis and provide Taiwan enterprise strategy reference of crisis happened.
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