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Annotated Reference List: Chipotle Contamination White PaperMarch 1, 2016Berfield, S. (2015, Dec). Inside Chipotle’s Contamination Crisis. Retrieved from Bloomberg Business: http://www.bloomberg.com/features/2015-chipotle-food-safety-crisis/The article provides the inside story of how Chipotle faced and handled the contamination crisis after 53 people across 9 states fell ill after eating its products. It sums up the growth of Chipotle along with strategies that contributed to this. It also presents the entire case of contamination outbreak and how it affected the brand. The article is relevant to our white paper as it provides us the background of the topic and how the company dealt with it. The unique feature of the article is that instead of presenting a secondary research on the topic, it provides the insider story of how the company acted upon the available information and found more information on this. It also talks about how the entire product and image restoration plan was chalked out, executed, and measured. In other words, this one article can be our bible for writing.Stewart, J. B. (2016, January). Chipotle’s New Mantra: Safe Food, Not Just Fresh. Retrieved from The New York Times: http://www.nytimes.com/2016/01/15/business/chipotles-new-mantra-safe-food-not-just-fresh.html?_r=0Apart from summarizing the entire issue of contamination outbreak at Chipotle, this report discusses how the company hasmade changes to its internal processes as well as brand positioning. It provides us with relevant insights on how the company handled the crisis and overcoming the concerns of the consumers, food safety authorities, and other external stakeholders post the crisis. This article is unique in the sense that it has come out almost half a year after the crisis outbreak. So, it not only captures what had happened in July 2015 but also describes how the situation has improved for the company since then. It also provides details of the company’s stock price movement between then and now which is a good indicator of the impact of the measures taken by the company. The article is relevant for us as it will help us to sum up the actions initiated by the company once it decided to correct the course. These action points will also assist in building the insights from the case study. BIBLIOGRAPHY Giammona, C. (2016, February 01). Chipotle Probe by CDC Concludes Without Source Being Found. Retrieved from Bloomberg Business : http://www.bloomberg.com/news/articles/2016-02-01/cdc-ends-chipotle-e-coli-probe-fails-to-find-pathogen-sourceThis news report presents an investigator’s view on the development. Even though the investigators could not agree on the source of contamination, the findings and summary of circumstances/evidences was equally important for the company. We can take a few insights from this article to develop our summary of the incident. The article is unique in the sense that it is not a mere summary of the incidents as stated by the company or the media. It goes a step further to report on the findings of the relevant authorities which investigated the matter. ff
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