A Strategic Approach to Managing Product Recalls  

Oleh:

Quelch, John A. ; Thomas, Robert J. ; Smith, N. Craig

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review vol. 74 no. 5 (1996), page 102-113.
Topik: product; crisis management; marketing management; marketing strategy; product recalls

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.11 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Product recalls can destroy brands and even companies. But according to the authors, if a company handles recalls strategically, it can decrease the negative impact and maybe even reap some benefits. The authors maintain that a strategic approach to recalls should address the implications of a recall for all relevant business functions and should deal with all stages of a recall, from readiness before the fact to product reintroduction after a recall has ended. The authors offer step - by - step guidelines on handling recalls effectively. With forethought and planning, the authors assert, unavoidable recalls can have long - term favorable outcomes.

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