EXPRESS: What Is (and Isn’t) a Product Recall?

Safety in consumer goods is maintained by product safety laws and associated regulations. However, the legislation and regulations are specific to product categories and legal jurisdictions, thus impeding one’s ability to understand what a recall is and isn’t, and how it differs from related phenomena (e.g., product-harm crisis). The authors aim to provide such an understanding. They reviewed 510 reports from academics, managers, governments, and regulators; conducted interviews with 25 practitioners; and used 10 recall data sets to identify seven fundaments of recall. They synthesize the fundaments to propose a definition and a decision tree of recall, which can help inform academics, journalists, managers, lawyers, and safety advocates regarding what term is appropriate in what context. The authors apply the fundaments to identify similarities and differences between a recall and a harm crisis, the term used frequently in marketing research in association with recall. The fundaments also enable the authors to make five recommendations each for lawmakers and regulators in an effort to guide the academic and practitioner discourse on product recall.