Trend Micro, an antivirus and Internet content security software provider, accidentally releases a flawed pattern file update that disables users' computers. The primary impact is on users in Japan, where 150,000 customers are affected. As the media press for answers and the stock price plummets, Eva Chen (CEO) and Akihiko Omikawa (president of Trend Micro Japan) must decide how to respond.
To consider a range of crisis management options, including apologizing, sharing information, and compensating harmed customers and illustrate the role of corporate culture in determining a company's response to a crisis. Trend Micro's strong customer orientation and collaborative culture guided its response and led to a full recovery in a short period of time.
