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

초록

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.