題目：Promotions as Competitive Reactions to a Recall Crisis and their Consequences
主講人：周晨 助理教授 （南卡羅來納大學）
時間：2016年6月28日上午10：00
地點：主樓216
主講人介紹：
Chen Zhou is an Assistant Professor of Marketing at the Darla Moore School of Business, University of South Carolina. She received her Ph.D. degree in marketing from Pennsylvania State University. She uses quantitative methods to study managerial research problems. Her research interests are in the areas of service and marketing mix competition, service marketing inter-firm relationships and marketing-operations interface. She is currently teaching marketing research at the undergraduate level at the University of South Carolina. She has experience teaching marketing research, global marketing, and customer analytics at the undergraduate and master levels in Pennsylvania State University and Erasmus University Rotterdam, Netherlands.
內容介紹：
Do firms react to recall crises of competitors by adjusting promotional activities? Do they gain from the crises, and how? Is the impact of the crises symmetric for all firms? In this paper, we take advantage of a natural experiment setting, namely the 2009-2010 Toyota recall crisis in the U.S. automotive industry, to address these questions. We assign products in the same categories as the recalled products to the treatment group and the rest to the control group. We then compare the changes in promotions and sales between these two groups, and find that the post-recall promotions and sales for products in the treatment group increased significantly more than for those in the control group. Further analyses show that post-recall promotions of the recall firm explain the sales increase of the treatment group. Furthermore, we find the impact of the crisis on firms is asymmetric and moderated by product quality and brand image of the firm.
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