Professor Tülin Erdem comments on the controversy surrounding Welspun's cotton sourcing
— November 19, 2016
Excerpt from The Guardian -- "Dishonesty hurts a brand’s reputation as well as sales, said Tülin Erdem, a business and marketing professor who specializes in brand reputation management at New York University’s Stern School of Business. Welspun’s shares dropped by nearly 43% in the week following the announcement from Target, which was the manufacturer’s second largest customer and accounted for $90m, or 10% of the company’s business, in the fiscal year that ended in March. Retailers play a part in ensuring consumers get what they’re paying for. Although it can be difficult to track every manufacturer’s claim, retailers have a responsibility to take action promptly when they suspect dishonesty, said Erdem."