Correia Case Study

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Recommended: Chapter 17 integrated marketing communications

The decision has been made for Correia to disclose his criminal past to potential customers and investors, as well as settle any pending issues using the “compensatory justice” model (Pfeiffer & Forsberg, 2014, p. Inside front cover -161). This proposal will be presented at the next board meeting to the directors for approval using a two pronged strategy of statistical analysis and managerial assessments that will show the potential risks and benefits for the company of Correia disclosing his criminal past publicly. Ultimately, this decision is based on preserving the principles and rights inherent within the virtual business community’s “network of ethical value” (Pfeiffer & Forsberg, 2014, p. Inside front cover -161). The following two …show more content…

By following through on this decision, Correia will be able to reestablish the virtual business community’s “network of ethical value” (Pfeiffer & Forsberg, 2014, p. Inside front cover -161). Recommendations approved by the board for Correia include the following: 1) Making a public statement explaining the sequence of events that led up to the death of his father along with an apology and a future commitment to the company, 2) implementing a “subscription-based model” using a hybrid “freemium”/ “metered model” to drive additional buying commitment from customers through the use of incentive driven perks, and 3) regaining market share by improving “recurring revenue” cash flows on a quarterly basis (Warrillow, 2015, p. 3). Of course, many will argue that Correia exposing his criminal past will violate his “autonomy” and therefore do more harm than good (Pfeiffer & Forsberg, 2014, p. Inside front cover -161). However, this is simply not true as customers place a priority on trust and will give Correia a second chance for being honest. Nevertheless, Correia will still be able to attract customers and investors by employing an “integrated marketing communication” strategy, in which a variety of media platforms and techniques will be utilized to enhance customer acquisition (Percy, 2014, p. 1). Hence, following these aforementioned recommendations will be beneficial to Correia and his

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