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Narrative 15-1 Urban Legends and Internet Scams Are a Real Problem for Problem

Question 98

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Narrative 15-1
Urban legends and Internet scams are a real problem for some businesses. In 1997, Gerber Baby Foods was flooded with one million letters and 80,000 phone calls from parents responding to an e-mail about a phony class-action lawsuit. Another urban legend about a Costa Rican flesh-eating bacteria that affected banana shipments cost that industry more than $30 million in 1999. More recently, Procter & Gamble (P&G) had to deal with claims that its Febreze product contained Agent Orange, a dangerous chemical. Many companies choose to ignore these myths created by angry customers or rabble-rousers, but experts believe that doing so is the worst possible action to take. Instead, companies should do everything possible to reassure their customers.
-When an employee at Coca-Cola received an e-mail that contended half a rat's body had been found in a bottle of one of its competitor's products,the employee forwarded the e-mail to everyone who worked in the Atlanta office.What kind of grapevine communication network did this Coca-Cola employee use?


A) cluster chain
B) stratified chain
C) information overload
D) gossip chain

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