As New York City Marathon Sponsor, ING Comes Under Fire

Posted by & filed under Part 1 Business in a Global Environment, Part 3 Management: Empowering People to Achieve Business Objectives, Part 4: Marketing Management.

Description:  ING’s (ING) sponsorship of the New York City Marathon turned into a branding disaster this week as a divided city debated whether the city should hold the ING New York City Marathon on Sunday.

Source: Businessweek.com

Date: Nov 02, 2012

Link:  http://www.businessweek.com/articles/2012-11-02/as-sponsor-of-new-york-city-marathon-ing-comes-under-fire#r=hpt-lst

Questions for Discussions:

  • What are the public relations lessons to be learned here by city officials, event organizers, and sponsors like ING?
  • What strategic response would you suggest to ING at this time that would either neutralize the damage done or possibly improve its corporate social responsibility image?

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