Terror at the Taj Bombay: Customer - Centric Leadership, Multimedia Case

Posted: 25 Jan 2012

See all articles by Rohit Deshpande

Rohit Deshpande

Harvard Business School - Marketing Unit

Date Written: December 7, 2010

Abstract

On November 26, 2008, heavily armed terrorists launched a series of attacks throughout the western-Indian city of Mumbai (formerly Bombay). One of the locations attacked was the Taj Mahal Palace and Tower, which was occupied by the terrorists for over three days, resulting in the deaths of 34 people and 28 people injured. However, the Taj received praise in the aftermath of the attacks for the selfless actions of the staff in placing the safety of the hotel's guests before their own and working to save the lives of its guests. This case seeks to address how leaders develop a customer-centric organization, as well as how an organization saves its flagship brand after a crisis.

Learning Objective: The case may be of interest to faculty interested in branding and marketing strategy and the challenges of developing a customer-centric business, as well as faculty interested in crisis management and leadership in the aftermath of a devastating attack on a brand.

Suggested Citation

Deshpande, Rohit, Terror at the Taj Bombay: Customer - Centric Leadership, Multimedia Case (December 7, 2010). Harvard Business School Marketing Unit Case No. 511-703. Available at SSRN: https://ssrn.com/abstract=1991944

Rohit Deshpande (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-5449 (Phone)
617-496-5853 (Fax)

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