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- W2024442924 abstract "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. We arrive at this conclusion by using a time-varying error-correction model that quantifies the consequences of this crisis on base sales, and on own- and cross-brand short- and long-term effectiveness. The proposed modeling approach allows managers to make more informed decisions on how to regain the brands’ pre-crisis performance levels." @default.
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- W2024442924 date "2007-03-01" @default.
- W2024442924 modified "2023-10-18" @default.
- W2024442924 title "The Impact of a Product-Harm Crisis on Marketing Effectiveness" @default.
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- W2024442924 doi "https://doi.org/10.1287/mksc.1060.0227" @default.
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