دانلود رایگان مقاله لاتین کاهش تلفات در بحران محصول آسیب از سایت الزویر
عنوان فارسی مقاله:
استفاده از تبلیغات و قیمت برای کاهش تلفات در یک بحران محصول آسیب
عنوان انگلیسی مقاله:
Using advertising and price to mitigate losses in a product-harm crisis
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بخشی از مقاله انگلیسی :
Seminal work regarding the effectiveness of advertising spending and price changes in the aftermath of a product-harm crisis was conducted on the basis of one particularly severe case. In June 1996, Kraft Foods Australia was faced with the worst crisis in its 70-year history when its peanut butter brands were linked to more than 100 cases of salmonella poisoning (van Heerde, Helsen,&Dekimpe, 2007). On June 25th of that year, Kraft was told by its suppliers that contaminated peanuts had made their way into the supply chain; as a result, Kraft decided to recall all sizes and forms of Eta and Kraft, its top peanut butter brands. More than 100,000 angry consumers contacted the company, and the media attacked Kraftfor allegedly responding too slowly to the crisis. This led to a huge lawsuit involving 540 individuals. Kraft’s main Australian competitor, Sanitarium, ran television, newspaper, and radio ads to inform consumers that its peanut butter was not contaminated. Distribution for both Kraft and Eta was down until 158 K. Cleeren mid-November 1996. Kraft Foods spent AU $3 million on advertising in relaunching its peanut butter brands. Several researchers used this crisis case to evaluate the effectiveness of advertising spending and price changes in countering negative crisis effects.
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کلمات کلیدی:
PDF]Managing Product-Harm Crises - EUR RePub https://repub.eur.nl/pub/6887/ERS%202005%20044%20MKT.pdf by H van Heerde - 2005 - Cited by 2 - Related articles Jul 22, 2005 - product crisis may represent a quadruple jeopardy for a firm: (i) loss of .... reduce the product's price, or to substantially increase its advertising ... Building a Culture of Health: A New Imperative for Business https://books.google.com/books?isbn=3319437232 John A. Quelch, Emily C. Boudreau - 2016 - Medical 33 Why Corporations Subordinate Consumer Health Avoiding costs and lost ... and price to mitigate losses in a product-harm crisis,” Kelley School of Business, ... 13. Using advertising and price to mitigate losses in a product-harm ... en.ustc.findplus.cn/n_index_findplus_en.php?h=articles... Translate this page Title: Using advertising and price to mitigate losses in a product-harm crisis. Authors: Cleeren, K. Affiliation: School of Business and Economics, Maastricht ... Using advertising and price to mitigate losses in a product-harm crisis ... https://www.econbiz.de/...price-to-mitigate-losses-in-a-product-harm-crisis.../1001049... Year of Publication: 2015. Authors: Cleeren, Kathleen. Published in: Business horizons.- Amsterdam : Elsevier, ISSN 0007-6813, ZDB-ID 2226637. - Vol.
