Product Safety Failure and Restoring Reputation Across Markets: Fonterra's Management of the 2013 Bacterial Contamination Crisis

IF 0.7

Journal of Marketing Channels Pub Date : 2017-10-02 DOI:10.1080/1046669X.2017.1393231

A. Pang

引用次数: 5

Abstract

Modern distribution systems often stretch beyond national borders such that a highly-visible product failure in a single country may negatively influence the reputation and market share of all identifiable supply chain members–even those that are blameless–in multiple countries, especially when the product is related to food safety. This study considers how Fonterra's response to its 2013 bacterial contamination crisis influenced its own reputation and that of the New Zealand dairy milk industry. It first traces how the crisis started in March 2013 and how it ended in August when investigations showed that the bacteria found did not cause botulism, a fatal disease that attacks the nervous system. It generally appears that Fonterra's initial response was unpersuasive but, over time, it stepped up its crisis management efforts.

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产品安全故障和恢复市场声誉：恒天然对2013年细菌污染危机的管理

现代分销系统经常超越国界，因此在一个国家出现的明显产品故障可能会对所有可识别的供应链成员的声誉和市场份额产生负面影响，即使是那些在多个国家没有过错的成员，特别是当产品与食品安全有关时。本研究考虑了恒天然对2013年细菌污染危机的反应如何影响了其自身的声誉以及新西兰乳制品行业的声誉。报告首先追溯了这场危机是如何在2013年3月开始的，以及它是如何在8月结束的，当时调查显示，发现的细菌并没有导致肉毒杆菌中毒，这是一种攻击神经系统的致命疾病。总体上看，恒天然最初的回应缺乏说服力，但随着时间的推移，它加大了危机管理力度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.

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