The Effect of Product-harm Crisis Situations on Firms’ Response Strategies = Evidences from China Market

다국어 초록 (Multilingual Abstract)

The purpose of this paper is to examine the effect of product-harm crisis situations on firms’ response strategies. We divide response strategy into two dimensions: crisis spokesman strategy and crisis responsibility-taking strategy. By content analysis of 103 product-harm crises from Chinese market, we find that crisis type and brand’s country-of-origin have significant effect on spokesman strategy and responsibility- taking strategy, while crisis severity does not influence these response strategies.

참고문헌 (Reference)

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