Compare this case with Case Study 13.2 (Flunking History: Umbro and the Holocaust). What ...

A lack of research  and, possibly, a lack of good liberal arts educations
created both crises. Reebok acted quickly and with contrition: It apologized for its
poor marketing. The world's news media had a few laughs and moved on. Umbro,
on the contrary, seemed unwilling to acknowledge its error and unwilling to
apologize. It did express regret for any offense that some may have taken  not at
all the same thing as apologizing for a mistake. Students may wish to discuss
which response strategy appeals more to them as consumers who are highly
desirable to both companies.