Malden Mills, a textile company that was forced to rebuild after a fire destroyed their production facility, provides an example of successful organizational response to crisis. (Ulmer, 2001) Post-crisis discourse suggested that enactment, pre-crisis, and post crisis relations through transparent communication were reasons for successful resolution of crisis. Malden Mills strategies were successful because leadership of the organization played an important role in articulating clear and open communication with employees. This communication ensured identification of shareholders with the organization and connection to the organizations policies. Organizational values and crisis tactics were established with transparent communication and pre-crisis relationships, thereby promoting a sense of the corporate moral responsibility to the stakeholders of Malden Mills. The CEO of Malden Mills, Aaron Feuerstein, is described as possessing leadership qualities that are essential for maintaining organizational uniformity through crisis. Not only do these qualities promote a strong sense of leadership but also the promotion of a fair equitable value structure helped to strengthen the impact of the ethical decisions that were made. Feuerstein‟s pre and post-crisis communication sent a sensitive and compassionate message to members of the organization, as he provided fair treatment of the employees that resulted in organization members being confident with post-crisis events. By ensuring employees of benefits and pay with open communication of events during organizational reconstruction, he established internal confidence. Malden Mills strengthened internal and external confidence in crisis response action.