Munson-C-2013-80PULLMAN, Wash. – Everyone makes mistakes, even in business. But it’s how companies respond to mistakes that determines the impact, says Chuck Munson, management operations professor at Washington State University.

“Being Wrong in Business: Implications, Lessons and Prevention” is the topic of his free, public Common Reading Program presentation at 7 p.m. Tuesday, April 1, in Smith CUE 203.

Being-wrong-cover-200Marketing flops such as New Coke and operational disasters such as oil spills make big headlines and cost companies millions. Some mistakes endanger the public and the environment.

Munson’s presentation will focus on the value of appropriate service recovery efforts, the potential advantage of applying a “second-mover” strategy, and the value of prevention – that is, making it “right the first time.”

He is a teacher and researcher in the WSU College of Business’ Department of Finance and Management Science. He was the college’s dean’s fellow and received its outstanding faculty service award and a summer research grant in 2013. He joined WSU in 1997.

For more information, visit The program is part of the WSU Office of Undergraduate Education.



Karen Weathermon, WSU Common Reading, 509-335-5488,

Beverly Makhani, Director, communications, WSU Office of Undergraduate Education, 509-335-6679,