Question: Should Charlies strategy include direct response or confrontation with the negative poster identified by Burris? Look at this! What should we do about it? exclaimed

Should Charlie’s strategy include direct response or confrontation with the negative poster identified by Burris?

“Look at this! What should we do about it?” exclaimed Seymour Burris, Jr., the President and CEO of the Rock Island Chocolate Company (RICC), as he walked into the office of his Director of Information Systems, Charlie Tunista, on Tuesday morning.
Burris handed a piece of paper to Charlie. (See Exhibit 1.) “One of my kids found this on the Internet last night. It’s horrible! It says all kinds of nasty things about Rock Island . . . and me! This could be very harmful for our company, especially when we are trying to raise our next round of venture capital funding.”

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