Borden

Faulty recruitment—the company should have searched carefully a candidate pool considering both
internal and external human resources to know leadership styles, corporate visions, and prospective
strategic plans. But the data submitted with the case suggests that they acted on Vernes’
recommendation and appointed D’Amato,

Leadership style the changes in terms of leadership style appear to be drastic from Vernes’ loose layzes
faire like style to D’Amatos rigid successful manager style.

Internal communications
Brand Management Strategy

Of those four causes, only brand management iss

The fact is that D’Amato did not realize that milk is a commodity, thus, although Borden had gotten
away selling Borden milk at a premium price, he should have lower the price as other brands did.
Further,

D’Amato failed to understand that although Borden was getting away selling their milk at a premium
price, milk was a commodity. Thus, in the customer’s Because D’Amto was headstrong he failed to lower
milk prices to satisfy people’s current needs amidst economic hardship. As a consequence he failed to
protect his brand with the known disastrous consequences