ABSTRACT
This chapter provides a survey and critical assessment of the various strategies and tactics that business enterprises can use to fight rumors, drawing heavily on ideas taken from the areas of crisis management and attitude change. The initial response to marketplace rumors requires a determination and analysis of the rumor problem. The back-tracking method also can be utilized in an attempt to ascertain whether rumor transmission networks have begun to evolve. Once rumors begin to gain widespread circulation beyond a localized setting, it becomes essential to enlist the mass media in efforts to stem the crisis. The key components of effective crisis managementspeed, accuracy, credibility, and consistencyclearly are essential to rumor control. Some rumors hang aroundthey remain listed on Internet sites, they are discussed from time to time at cocktail parties, they enter the litany of amusing or titillating stories from the world of businessbut do little harm to the target.
