Sebastian Heese Assesses the Financial Impact of Supply Chain Glitches on Social Media
Sebastian Heese, professor of supply chain management, analyzed whether or not social media reaction to supply chain glitches, like an overbooked flight, can affect a company’s financial performance.
“While there wasn’t empirical evidence, there have been cases where it seems negative social media responses to supply chain issues can cause companies financial trouble,” said Heese.“ In 2017, for example, Apple had to delay the launch of its much-anticipated iPhone X due to assembly problems – something heavily discussed on Twitter. The company then experienced negative stock market returns following the delay.”
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