different perspectives. Vassilikopoulou, Lepetsos, Siomkos, and Kalliopi (2009) considered the crisis caused by an operational deficiency in a products life cycle. In addition, Vassilikopoulou et al. (2009) characterized crises as low probability events that lead to negative financial implications and pose the most threat to companies. Lei, Dawar, and Gürhan-Canli (2012) recognized events as the crisis only if they resulted in consumer’s reaction or damage. Therefore, the crisis leads to lack of consumer’s…
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