Research Article
Case study of Sealy Korea for Crisis Management
1 Dankook University, 2 Korea University
Published: January 2020 · Vol. 24, No. 3 · pp. 59-75
DOI: https://doi.org/10.17287/kbr.2020.24.3.59
Full Text
Abstract
The purpose of this study aims to analyze the process and response effort of overcoming the crisis that Sealy Korea recalled 500 radon-emitting mattresses. Through this, we aim to derive a core application and strategic implication for dealing with another crisis in the future by organizing crisis management case that fit Korean sentiment. At a time when the radon bed incident that hit South Korea in 2018 increased consumers' sense of fire, Sealy Korea, which faced a crisis due to the detection of radon in mattresses on the market, was preemptively prepared for accidents even before the official announcement by the Nuclear Safety Commission. After the official announcement, a quick and trasparent crisis communication strategy was implemented against the median and customers. In this study, the theoretical background related to crisis management is summarized and based on this, the crisis management of the Sealy Korea is analyzed step by step, subject and target. More specifically, we look at the definition and types of crisis, the process crisis management and crisis communication strategy. According to the 5R model, we analyze the case by dividing the process into the reduction-readiness-response-recovery-result evaluation. Crisis communication strategies are analyzed by channel and impications are derived for the future crisis management through assessment of the process for recovery and coping process after crisis response. For companies, any crisis can always occur and must have some damages, but managing and dealing with it effectively could be a turning point for the company. In this regard, corporate crisis management should be prepared with a process and system, and they must be continuously managed and addressed from before-middle-after the crisis.
