Investing optimally in advertising and quality to mitigate product-harm crisis

Moresino, Francesco (Haute école de gestion de Genève, HES-SO // Haute Ecole Spécialisée de Suisse Occidentale)

Product-harm crisis are the nightmare of any firm as they have a disastrous effect on their sales and image. This paper proposes a new model to compute the optimal investment in quality and advertising in order to reduce the probability of occurrence of a possible product-harm crisis and mitigate its effects. This method uses stochastic control theory and can be used for both tangible products and services.


Mots-clés:
Type de conférence:
full paper
Faculté:
Economie et Services
Ecole:
HEG - Genève
Institut:
CRAG - Centre de Recherche Appliquée en Gestion
Classification:
Economie/gestion
Date:
Bucharest , Bucharest University of Economic Studies
2015
Pagination:
Pp. 437-442
Publié dans
Proceedings of the IE 2015 International Conference
ISSN:
2247 – 1480
Le document apparaît dans:

Note: The status of this file is: restricted


 Notice créée le 2015-05-28, modifiée le 2018-12-07

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