ABSTRACT
A surprise may generate a crisis, and the surprising crises in business life are more common than usually thought. Crises can damage the reputation of a company and, like fire, can grow wildly at an astonishing rate. A crisis can produce a dangerous change, and how to address those challenges will define the quality of a leader’s management. The sooner the leaders deal with the problems, crises, and claims, the lower the damage they will generate in their companies. Oxford Metrica is a US AON group company that has been working for two decades to advise companies based on the analysis of negative effects on reputation and market value. IBM is an American multinational technology company founded in 1911 that manufactures and markets hardware and software for computers and offers computer consulting. In 1993 IBM announced losses of about eight million dollars, at that time a record company loss in US history.
