000			01011npc a2200169Ia 4500
008			140613s2013 xx 000 0 und d
060			_a658.8
100			_aCLEEREN, KATHLEEN
245			_aRising from the ashes _bHow brands and categories can overcome product harm crises
260			_c2013
300			_a58-77
520			_aProduct 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.
653			_aMARKETING
700			_aHEERDE, HARALD J VAN
773			_oP14947 _nM _927731 _011181 _tJOURNAL OF MARKETING
942			_2ddc _cARTCL
999			_c11975 _d11975