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Responsibility and Responsiveness: Black & Decker Designs a Recall

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Craig Smith, Associate Professor, Georgetown University ; John Quelch, Professor of Business Administration, Harvard Business School; Gael Simonson, Director, Brand Marketing & Strategy Development, Black & Decker


A product recall can undermine a company's reputation and credibility. When such an effort is necessary, however, this Black & Decker case study demonstrates that taking the job seriously and designing the process responsively can enhance what customers u




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