Heerde, Harald Van; Helsen, Kristiaan; Dekimpe, Marnik G. - In: Marketing Science 26 (2007) 2, pp. 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...