When their scandal becomes your problem

10/9/2008 | Kellogg Insight

Your product is fine. It's still on the market, satisfying customers as always. But your competitor is getting vile press and bracing for a stream of product liability lawsuits. Should you act now to distinguish yourself from the other company, or would it be bad P.R. to advertise that you haven't killed or sickened anyone yet? This research looks at what factors cause a brand's scandal to leak over to its competitors.

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Kellogg Insight

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