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  Caribou Coffee filtering out brewing rumors   
   
As chairman and chief executive officer of Minneapolis-based Caribou Coffee, Michael Coles is tackling a difficult challenge -- trying to defeat a persistent 2-year-old Internet rumor that the chain of coffee shops is linked to Islamic terrorists.

"Things on the Internet don't go away," said Coles, who explained that the rumor is hurting sales at stores in communities with Jewish populations and could threaten Caribou's expansion plans.

Not dealing effectively with rumors can alienate customers and pinch a company's bottom line.

"Once people are convinced of something, it might be very difficult to convince them otherwise," said Jean Pierre Dube, a marketing professor at the University of Chicago Graduate School of Business.

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Date Listed: 2004-07-13

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