Rising from the ashes How brands and categories can overcome product harm crises

By:

CLEEREN, KATHLEEN

Contributor(s):

HEERDE, HARALD J VAN

Material type:

Mixed materialsPublication details: 2013Description: 58-77Subject(s):

MARKETING

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/2	Available		P14947

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.

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