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| September 25, 2015

 

You must use proper paraphrasing techniques when completing your analysis. Use the APA Course Paper Template to complete this assignment. The link to the template can be found in this module’s Learning Resources.You may use the articles in the Learning Resources and additional scholarly resources to develop your analysis. Avoid using direct quotes by paraphrasing as appropriate, include proper APA citations, and submit your Assignment.

By Day 7 of Week 3, submit your first draft of your 3- to 5-page scholarly document for review and feedback. Your paper must do the following:

  • Define a product-harm crisis.
  • Identify the factors that contribute to a product-harm crisis.
  • Compare and contrast the findings of the various studies on product-harm crisis.
  • Synthesize your analysis of the research to develop and support a recommendation for a company handling a product-harm crisis
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How Do I Fix This

September 20, 2015

 

Given recent trends and the high-stakes consequences, businesses are interested in knowing what to expect in case of a product-harm crisis in terms of consumer and stock market reaction. Researchers continue to study what factors influence those reactions and hope to use their findings to build a viable product-harm crisis response strategy.

To prepare: Review this week’s Learning Resources, including those on effective paraphrasing available You must use proper paraphrasing techniques when completing your analysis. Use the APA Course Paper Template to complete this assignment. The link to the template can be found in this module’s Learning Resources.You may use the articles in the Learning Resources and additional scholarly resources to develop your analysis. Avoid using direct quotes by paraphrasing as appropriate, include proper APA citations, and submit your Assignment.

By Day 7 of Week 3, submit your first draft of your 3- to 5-page scholarly document for review and feedback. Your paper must do the following:

  • Define a product-harm crisis.
  • Identify the factors that contribute to a product-harm crisis.
  • Compare and contrast the findings of the various studies on product-harm crisis.
  • Synthesize your analysis of the research to develop and support a recommendation for a company handling a product-harm crisis

Submit this draft Assignment by Day 7 of Week 3.

 

 

How Do I Fix This

All business can experience a crisis anytime, but the response time or strategy to the crisis will determines how well the organization can tolerates crisis. Product-harm crisis can affect business reputation, lost sales, cost due to product recalls, and create trials to gain consumers trust. The Journal of Consumer Marketing defines product-harm crisis as “discrete, well publicized occurrences wherein products are found to be defective or dangerous” (Silvera, Meyer, & Laufer,2012 ). The article also suggest that age plays a factor on how consumers respond to product-harm crisis. This paper will define, identify factors, discuss research, and present recommendation of handling product-harm crisis.

 

Product-Harm Influences

Factors that contributes to a product harm crisis starts with the information available about the crisis. Information about the crisis to media or press can leave consumers attitude towards the business negative. Organizations try to minimize these negative effects by using stress statements such PR announcements in efforts to denotes any social responsible, and to restore consumer confidence in their product (Siomkos&Malliaris, 2015), Base rate information influence attributions  such as who would take the responsibility for  the product-harm crises.  Brands with positive prior beliefs, a high vs. low base rate of product-harm crises leads toless blame if the crisis is said to be similar to others in the industry (Lei,Dawar,&Gurhan 2012).

 

 

 

 

 

  • Identify the factors that contribute to a product-harm crisis.

 

 

Studies on Product-Harm Crisis

  • Compare and contrast the findings of the various studies on product-harm crisis.

Conclusion

  • Synthesize your analysis of the research to develop and support a recommendation for a company handling a product-harm crisis

 

READINGS

  • Chen, Y, Ganesan, S., & Liu, Y. (2009). Does a firm’s product-recall strategy affect its financial value? An examination of strategic alternatives during product-harm crises. Journal of Marketing, 73(6), 214–226.
    Retrieved from the Walden Library databases.

    The authors outlined a research study that examined the impact of four different product-recall strategies on the price of a company’s stock. The authors examined the actions and stock prices of companies for which the U. S. Consumer Product Safety Commission issued recalls from 1996–2007. Their findings provide a broad view of the impact. The article also offered a potential contrast to points raised in other product-harm literature. The article will be helpful in completing this module’s Assignment.

  • Lei, J., Dawar, N., &Gürhan-Canli, Z. ( 2012). Base rate information in consumer attributions of product-harm crisis. Journal of Marketing Research, 49(3), 336–348.
    Retrieved from the Walden Library databases.

    The researchers examined how information on the base-rate, which is the rate of frequency of product-harm cases in a brand’s industry, affects whom consumers blame for a product-harm crisis. The experimental study examined this effect in a variety of conditions. The authors drew conclusions about the specific conditions and manner in which base-rate impacts consumer attribution of blame. They also explained the underlying psychological processes that lead to consumers’ attributions.

  • Vassilikopoulou, A., Lepetsos, A., Siomkos, G., &.Chatzipanagiotou, K. (2009). The importance of factors influencing product-harm crisis management across different crisis extent levels: A conjoint analysis. Journal of Targeting, Measurement, and Analysis for Marketing, 17(1), 65–74.
    Retrieved from the Walden Library databases.
  • This article analyzed the effects of four different facets of a company’s response to product-harm crises. The authors examined how each facet of a response impacts consumers’ intention to make future purchases of the product. The authors studied these effects across product-harm crises at different severity levels. The aim of the study was to advise companies on how to focus their crisis management efforts for product-harm crises at each of these levels.

  • Yannopoulu, N., Koronis, E., & Elliot, R. (2011). Media amplification of a brand crisis and its effects on brand trust. Journal of Marketing Management, 27(5/6), 539–546.
    Retrieved from the Walden Library databases.

    The authors conducted a case study of a product-harm crisis. They interviewed Greek consumers who purchased a moldy yogurt that eventually was the subject of a product recall. They compared the consumers’ perceptions of the brand’s trustworthiness after they purchased moldy yogurt with their perceptions after they viewed negative news reports about the crisis. The study provided insights on the nature and strength of the influence of media on consumers’ perceptions of product-harm crises. The article will be helpful in completing this module’s Assignment.

  • Zhao. Y., Zhao, Y., &Helsen , K. (2011). Consumer learning in a turbulent market environment: Modeling consumer choice dynamics after a product-harm crisis. Journal of Marketing Research, 48(2), 255–267.
    Retrieved from the Walden Library databases.

    Through mathematical analysis of data related to a product-harm crisis in the Australian peanut butter industry, the authors of this study shed light on the changes in consumer purchase behavior during and after a product-harm crisis and the factors that influence these changes. To do this, they analyzed the purchases of specific consumers before, during, and after the crisis using supermarket scanner data, changes in money spent on advertising, and changes in prices of the various brands. The study offered new insights into the nuances of consumer reasoning related to a product-harm crisis and the factors that influence that reasoning. The article will be helpful in completing this module’s Assignment.

 

References

Chen, Y., Ganesan, S., & Liu, Y. (2009). Does a firm’s product-recall strategy affect its financial value? An examination of straegic alternatives during product-harm crisis. Journal of Marketing, 73(6), 214-226. Retrieved from http://Walden Library database

Lei, J., Dawar, N., &Gürhan-Canli, Z. (2012). Base-Rate Information in Consumer Attributions of Product-Harm Crises. Journal Of Marketing Research (JMR), 49(3), 336-348. doi:10.1509/jmr.10.0197

Silvera, D. H., Meyer, T., &Laufer, D. (2012). Age-related reactions to a product harm crisis. The Journal of Consumer Marketing, 29(4), 302-309. doi:http://dx.doi.org/10.1108/07363761211237371

Siomkos, G., &Malliaris, P. (2010). Cosumer Response to Company Communications During a Product Harm Crisis. Journal of Applied Business, 8(4), 59-65.

Vassilikopoulou, A., Lepetsos, A., Siomkos, G., &Chatzipanagiotou, K. (2009). The importance of factors influencing product-harm crisis management across different crisis extent levels: A conjoint analysis. Journal Of Targeting, Measurement & Analysis For Marketing, 17(1), 65-74. doi:10.1057/jt.2008.30

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