van Heerde, Harald J.Helsen, KristiaanDekimpe, Marnik G.2009-02-012009-02-012007Van Heerde, H., Helsen, K. & Dekimpe, M. (2007). The impact of a product-harm crisis on marketing effectiveness. Marketing Science, 26(2), 230-245.https://hdl.handle.net/10289/1962Product-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 firms’ marketing-mix activities, and (iv) a decreased cross impact of its marketing-mix instruments on the sales of competing, unaffected brands. We find that this quadruple jeopardy materialized in a case study of an Australian product-harm crisis faced by Kraft peanut butter. We arrive at this conclusion by using a time-varying error-correction model that quantifies the consequences of this crisis on base sales, and on own- and cross-brand short- and long-term effectiveness. The proposed modeling approach allows managers to make more informed decisions on how to regain the brands’ pre-crisis performance levels.enbrand managementproduct recallsbrand equitymarketing and public policyerror-correction modelstime-varying parameterstime-series modelsmissing-data problemsGibbs sampling methodsJournal Article10.1287/mksc.1060.0227