About The Author


About The Authors

Shailendra Pratap Jain
Shailendra Pratap Jain is Bret Wheat Endowed Professor of Marketing andInternational Business at the Foster School of Business, University ofWashington, Seattle. He has held faculty positions at Indiana University’s KelleySchool, University of Rochester’s Simon School, Cornell University’s JohnsonSchool, University of Western Ontario’s Ivey School, Cambridge University’sJudge School, Indian School of Business, Hyderabad, and BITS School ofManagement, Mumbai. Well-known for his widely published scholarship inconsumer psychology, Dr. Jain has extensive publishing and editorial experiencein top marketing journals and has won many executive and graduate (MBA)teaching awards. Prior to his academic career, he worked in sales, brandmanagement, and advertising in industry and is associated with several notedmarketing campaigns in India.

Shalini Sarin Jain
Shalini Sarin Jain is an Associate Professor of Management and the inaugural Director of Diversity, Equity, and Inclusion at the Milgard School of Business, University of Washington, Tacoma. Within the Social Issues in Management domain, she has published articles on gender representation and compensation parity in top management, corporate response to mandatory CSR regulation, and how system justification beliefs predict observer expectations of transparency, response to and sanction of allegations of sexual misconduct, and choice between sustaining livelihoods or saving lives during COVID in leading management journals, including the Journal of Business Research, Journal of Business Ethics, Management and Organization Review, and Journal of Family Business Strategy. Dr. Jain teaches courses in business and society, ethics, and CSR at the undergraduate and MBA levels and has extensive industry, government, and non-profit experience leading and providing consulting services to state, county, and city governments.
Our Vision

Brand transgressions occur when a brand violates implicit or explicit rules that are the foundation of its relationship with its stakeholders (e.g., consumers, employees, distribution channel partners, etc.). They involve brand-related incidents, including but not limited to, product failure, poor service, or a brand’s violation of social codes. These may serve as defining moments that lead to significantly negative financial and reputational consequences.
Read about the journeys of several well-known brands that transgressed and faced near-death crises. Use the 8 Principles outlined in this book to transform and strengthen your brands.