| Issue |
SHS Web Conf.
Volume 110, 2021
International Conference on Economics, Management and Technologies 2021 (ICEMT 2021)
|
|
|---|---|---|
| Article Number | 04009 | |
| Number of page(s) | 5 | |
| Section | Management | |
| DOI | https://doi.org/10.1051/shsconf/202111004009 | |
| Published online | 11 June 2021 | |
M. Sharapova and the meldonium scandal: anti-crisis communications in personal branding
1 Novosibirsk State Technical University», Russia
2 Federal State Budget Educational Institution of Higher Education «Saint-Petersburg State University of Economics», Russia
* Corresponding author: sah31zah@mail.ru
The article simulates and analyzes a practical case of building anti-crisis communications by tennis player Maria Sharapova in the meldonium scandal. The factors of the development of the crisis are analyzed, strategic and tactical mistakes and blunders are revealed, strategic and tactical successes and achievements are indicated.
© The Authors, published by EDP Sciences 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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