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Daniel Laufer Responds to Apple's Mishandling of the iPhone 4 Antenna Problem

Daniel Laufer Responds to Apple's Mishandling of the iPhone 4 Antenna Problem Daniel Laufer, associate professor of marketing at Sy Syms Jul 22, 2010 -- Daniel Laufer, associate professor of marketing at Sy Syms School of Business and an expert in crisis management, responds to Apple's mishandling of the iPhone 4 antenna problem. Laufer is currently a visiting professor at the renowned Korea University and was recently featured in The Korean Times. Apple’s mishandling of its response to the iPhone 4 antenna problem could have a negative impact on consumers’ perceptions and loyalty to the brand in the future, according to an international crisis management expert. Daniel Laufer, an associate professor from Yeshiva University in New York, said Apple’s response, which involves refusing to admit its mistake and passing the blame on other factors, leaves much to be desired. "They’re saying this isn’t a big problem and that you can put a case (on the iPhone) and it will fix it. They say it’s not a big deal but they have to be very careful with that because how consumers are going to perceive it and how it plays out, it is going to be very crucial. Because in terms of Steve Jobs' strategy, his strategy was not conciliatory at all,’’ he told The Korea Times. Read full article here...