Product-harm crises and rumors - Impact and management
This project will focus on assessing the impact and management of product-harm crises and negative rumors/word-of-mouth about a brand or product category. Projects could involve data analysis (Nielsen store scanner data) and/or experiments.
Possible roles could involve building econometric models (plus coding); designing and running experiments; collecting 'publicity' data
Applicant's Learning Objectives:
- How to assess impact of product/brand crisis and rumors
- Designing experiments to test
- Managerial response for coping with crisis and/or negative word-of-mouth