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Abstract

On or about 13 April 2009, in a small Domino’s pizza franchise in North Carolina, two employees uploaded a two-minute prank video to Youtube of the duo offensively tampering with the food they were preparing. Within a few days, the power and reach of social media triggered more than a million views on Youtube and a “viral” spread of the subject on twitter. no surprise that a Google Trends report showing a 50% increase in searches for “Domino’s Pizza” was not accompanied by a surge in orders for freshly baked pizza pies. A national study conducted by HCD Research using its Media Curves website found that 65% of respondents who would have previously visited or ordered Domino’s Pizza were less likely to do so after viewing the offensive video.2

Keywords

Financial Time Unethical Behavior Wall Street Journal Intangible Asset Investment Banking 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Endnotes

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© Nir Kossovsky 2012

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  • Nir Kossovsky

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