How Should a Company Respond to a Product Harm Crisis The Role of Corporate Reputation and Consumer-Based Cues Harvard Case Solution & Analysis

Product harm crises, such as Vioxx and Firestone can be devastating events for the company. Although action by victims tend to attract the most attention of observers who usually find out about the product harm crisis through the media, can also cause serious damage to the companies involved, as they are the current and potential customers of the product. Provides practical guidance in selecting appropriate strategies to deal effectively with the crisis damage the product. Recommends that corporate reputation and consumer-based cues such as gender and ethnicity will be included in the decision making process of choosing a corporate response. "Hide
by Daniel Laufer, W. Timothy Coombs Source: Business Horizons 7 pages. Publication Date: September 15, 2006. Prod. #: BH207-PDF-ENG

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