Accuform Case Study

1146 Words5 Pages
AccuForm: Case Study The AccuForm children clothing brand is confronted with a serious crisis. Raymond Kim, the general manager, learned that eight Chinese children were hospitalized for severe skin rashes after wearing clothing advertised as the Accuform brand. The clothing in question was made from fabric that was treated with untested and unauthorized coating that is meant to protect the surface of the garment to withstand wear and tear. Furthermore, the recent upheaval revealed systematic corruption within the company. Mr. Kim needs to devise a corporate strategy to deal with the public relations crisis at-hand and a formal long-term plan that deals with the fundamental problems that caused the crisis. The following critical issues that contributed to the disaster will be discussed in this analysis; (1) skewed corporate culture and ethics between DynaCoat and CreaseFree; (2) Raymond Kim’s low-level leadership style; (3) ignoring warning signs, and (4) ignoring relevant laws. The Accuform brand is an equal joint venture between the German company DynaCoat and the Hong Kong-based company, CreaseFree. Conflicting ethics, compliance and corporate cultures between the two companies were never synced-up to develop guidelines for both to operate from. DynaCoat had a stringent code of ethics that were strictly enforced to ensure the professional integrity of the workforce. (AccuForm, p. 5). The company has a high- level of commitment with regard to corporate social responsibility by showing a commitment to safety and environmental protection. DynaCoat’s strong corporate values and reputation for producing high-quality make it a highly-reputable corporate citizen. Conversely, the Hong Kong-based firm CreaseFree has a corporate culture that is not in tandem with DynaCoat. The company’s mission is in direct contrast with DynaCoat. CreaseFree operates its business
Open Document