Image restoration: An examination of the response strategies used by Brown and Williamson after allegations of wrongdoing

Abstract

Organizations often respond to allegations of wrongdoing made by whistle-blowers. Response mechanisms may take several forms, from simply denying the wrongdoing, to offering an apology. This study sought to examine the various response strategies an organization employed after a whistle-blowing incident. Using the whistle-blowing case of Brown and Williamson Tobacco Company, this study sought to examine the different image restoration strategies the organization (Brown and Williamson) used in responding to the allegations of wrongdoing made by the whistle-blower, Dr. Jeffrey Wigand. The study found because Wigand accused Brown and Williamson of management misconduct and inappropriate behavior, the organization used a defensive strategy in order to protect its image. Furthermore, a defensive strategy was more likely because Brown and Williamson was accused of a serious wrongdoing. Analyses of each strategy and organizational concerns are provided.