TY  - GEN
AU  - CLEEREN, KATHLEEN
AU  - HEERDE, HARALD J VAN
TI  - Rising from the ashes: How brands and categories can overcome product harm crises
PY  - 2013///
KW  - MARKETING
N2  - Product harm crisies are omnipresent in today's market palce. Such crisies can cause major revenue and market share losses, lead to costly product recalls and destroy carefully nurtured brand equity. More over some of these effects may spill overto nonaffected competitors in the category when they are perceived to be guilty by association. The authors use large household scanner panels to analyze 60 fast moving consumer good product crises that occurred in the UK and Netherlands and resulted in the full recall of an entire variety
ER  -