Title :
Study on Crisis Management from the SK-II Case in China
Author :
Zhang Long ; Crandall, William Rick ; Parnell, John A.
Author_Institution :
China Univ. of Geosci., Beijing
Abstract :
In September 2006, it was discovered that SK-II, one of Proctor & Gamble´s (P&G) cosmetic products manufactured in Japan and sold in China contained prohibited components. P&G did not respond to this crisis proactively, however, and temporarily withdrew the product only after a series of confrontations with consumers. This paper discusses how a routine government inspection in Shanghai became a crisis in China for a well-recognized American firm. P&G miscalculated the extent to which quality concerns about its SK-II product line could seriously harm its image in China. Suggestions and examples for P&G and firms in similar predicaments are provided.
Keywords :
commercial law; cosmetics; Proctor & Gamble cosmetic products; SK-II product line; crisis management; government inspection; Advertising; Crisis management; Geology; Government; Hair; Head; Inspection; Laboratories; Manufacturing; Marketing and sales;
Conference_Titel :
Wireless Communications, Networking and Mobile Computing, 2007. WiCom 2007. International Conference on
Conference_Location :
Shanghai
Print_ISBN :
978-1-4244-1311-9
DOI :
10.1109/WICOM.2007.1118
