The Impact of a Product-Harm Crisis on Marketing Effectiveness

@article{Heerde2006TheIO,
  title={The Impact of a Product-Harm Crisis on Marketing Effectiveness},
  author={H. J. Heerde and Kristiaan Helsen and M. Dekimpe},
  journal={Marketing Science},
  year={2006},
  volume={26},
  pages={230-245}
}
Product-harm crises are among a firm's worst nightmares. A firm may experience (i) a loss in baseline sales, (ii) a reduced own effectiveness for its marketing instruments, (iii) an increased cross sensitivity to rival firms' marketing-mix activities, and (iv) a decreased cross impact of its marketing-mix instruments on the sales of competing, unaffected brands. We find that this quadruple jeopardy materialized in a case study of an Australian product-harm crisis faced by Kraft peanut butter… Expand
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