However, as the issue escalated and there was no limit to how bad it could get, they were looking at a collapse of the system.

Just like the refrigerator brand that faced consumer complaints for cutting costs on door locks, they could have resolved the issue at a very low cost and earned positive reviews for their proactive approach—if they had simply admitted their mistake and actively corrected it.

However, they decided to play dumb and it led to a complete collapse of their brand image, an