CASE STUDY 131 L’Oreal USA. Do Looks Really Matter in the Cosmetic Industry?


Journal Article: Halbe, D. (2012). âWhoâs there?â Differences in the features of telephone and face-to-face conferences. Journal of Business Communication, 49, (1), 48-73.

Textbook: OâRourke, J. S. (2013). Management Communication: A Case-Analysis Approach, 5th ed. Pearson Prentice Hall.

1.) After reading Halbe’s study and O’Rourke’s chapter 12, answer to the following questions:

a) Can Halbe’s explanation of definition and purpose of meetings as well as O’Rourke’s discussion of successful and productive meetings help you to prove that meetings affect business performance and competitiveness? Define concepts. Explain your answer.

b) How can business meetings affect business performance? Use a specific example (negative or positive) from your experience (e.g., an organization you are familiar with) and show the impact of the meeting in terms of outcomes (results, consequences).

2.) Do Halbeâs findings have any implications for leaders? If so, what kinds of implications? If not, why not? Explain and suggest a new approach to this type of leadership communication.

3.) After reading the L’Oreal case 13-1, and O’Rourke’s chapter 13, write a concise, but well developed response to the following questions:

a) How should L’Oreal handle the negative press surrounding the lawsuit described in the case? Use the past and current reading material, external sources, and our discussions to answer the question.

b) What specific communication strategies should the company use when addressing key stakeholders, including the news media, customers, and retailers? Use the textbook, expert opinion, and your own judgment to answer the question.

As always, be audience-oriented and write succinctly, but not skimpily.

Number your responses!

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