Browsing by Author "Helsen, Kristiaan"

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  • The impact of a product-harm crisis on marketing effectiveness

    van Heerde, Harald J.; Helsen, Kristiaan; Dekimpe, Marnik G. (INFORMS, 2007)
    Product-harm crises are among a firm’s worst nightmares. A firm may experience (i) a loss in baseline sales, (ii) a reduced own effectiveness for its marketing instruments, (iii) an increased cross sensitivity to rival ...

Kristiaan Helsen has 2 co-authors in Research Commons.