Publication Type

Journal Article

Publication Date

1-2017

Abstract

Modern distribution systems often stretch beyond national borders such that a highly-visible product failure in a single country may negatively influence the reputation and market share of all identifiable supply chain members-even those that are blameless-in multiple countries, especially when the product is related to food safety. This study considers how Fonterra's response to its 2013 bacterial contamination crisis influenced its own reputation and that of the New Zealand dairy milk industry. It first traces how the crisis started in March 2013 and how it ended in August when investigations showed that the bacteria found did not cause botulism, a fatal disease that attacks the nervous system. It generally appears that Fonterra's initial response was unpersuasive but, over time, it stepped up its crisis management efforts.

Keywords

China, crisis management, Fonterra, food safety, milk contamination, New Zealand, reputation management, Sanlu, supply chain safety, image-restoration campaign, communication, strategies

Discipline

Agribusiness | Business and Corporate Communications

Research Areas

Corporate Communication

Publication

Journal of Marketing Channels

Volume

24

Issue

3-4

First Page

136

Last Page

152

ISSN

1046-669X

Identifier

10.1080/1046669X.2017.1393231

Publisher

Taylor & Francis (Routledge): SSH Titles

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

https://doi.org/10.1080/1046669X.2017.1393231

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