In 20 13, jiaduobao paid1600,000 yuan to Wang Laoji Company, ending a seven-year commercial lawsuit. This lawsuit has aroused widespread concern and caused people to think about brand risk and corporate ethics.

background

In 2006, Jiaduobao released an advertisement, claiming that its products can treat many diseases, including cancer. Wang Laoji Company thought it was false propaganda, so it filed a lawsuit. After years of trial and appeal, finally in 20 13, jiaduobao compensated Wang Laoji1600,000 yuan, ending this commercial lawsuit.

Brand risk

Brand risk refers to all kinds of uncertain factors faced by enterprises in market competition, including market changes, consumer demand, competitors and so on. In the case of Jia Duobao and Wang Laoji, Jia Duobao's false advertisements led to an increase in brand risk, which eventually led to commercial litigation. The management and control of brand risk is very important for the development of enterprises.

Corporate moral responsibility

Corporate moral responsibility refers to the principle of honesty, fairness and responsibility in the course of business operation, and is responsible to society and consumers. In the case of Jiaduobao and Wang Laoji, Jiaduobao chose to admit mistakes and compensate for losses in the face of litigation, which is the embodiment of corporate moral responsibility. Corporate moral responsibility is not only conducive to the long-term development of enterprises, but also the embodiment of corporate social responsibility.

operation sequence/order

Enterprises can take the following measures when managing brand risks and displaying moral responsibilities:

Establish and improve laws and ethics, and strengthen employee education and training.

Strengthen market supervision and consumer protection and handle complaints and disputes in a timely manner.

Actively fulfill corporate social responsibility and give back to society and consumers.

Establish and maintain a good corporate image and brand reputation.