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- Title
Proposing a Marketing Disaster Severity Index: Measuring the Dimensions of Damage as a Preface to Recovery.
- Authors
Timmerman, John E.; Sharp, Eddy; Shepherd, Ian
- Abstract
A contemporary part of business life is the ever-present possibility of a marketing disaster. Disaster could come in the form of a product recall, product liability action, product tampering, or action of an employee. It could stem from a natural disaster, an unfavorable court ruling, or an un-envisioned surprise. In response to a disaster, organizations should have disaster prevention plans in place. Should these measures fail, a disaster recovery plan would address the resulting damage. What is currently missing from this discussion is a mechanism for assessing the level of damage to recovery- marketing needs to respond.
- Subjects
MARKETING; PRODUCT recall; PRODUCT tampering; CORPORATE image; CONSUMERISM
- Publication
Journal of Management Policy & Practice, 2015, Vol 16, Issue 3, p49
- ISSN
1913-8067
- Publication type
Article