Managing Brands in a Prickly Digital World

This article warns that that a wake-up call is needed for many companies that either ignore or respond inadequately to negative social media.

Managing Brands in a Prickly Digital World

Donald E. Sexton

Columbia Business School

Editor’s Note:

Donald E. Sexton is professor of marketing and decisions, risk, and operations at Columbia University. In this Speaker's Box, Sexton describes many...