GSK And Bribery In China

Bribery in China! To calm the media frenzy there are three areas GSK needs to act. First is trust in the information supplied (not the brand), e.g., advice, insights, experts, etc. Second, immediately providing shared access to knowledge – the currency of contact with media and the consumer and third what are the options for action for GSK, the media and consumers?

These three elements combined and executed with integrity will provide GSK a corporate platform to accept responsibility and enable it to mitigate the circumstances and attempt to clear its name. This is a very tough and complicated journey paved with failures, which is why the “Hide Nothing Tell All” strategy is so effective in these crisis management circumstances.

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Author: Dean Crutchfield

In an award-winning career spanning two decades, Dean Crutchfield has created, built and re-invigorated some of the world's most iconic brands.

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