Management of product recalls in the toy industry – analysis and comparison of strategies undertaken and their implications.

Krasowska, Joanna (2012) Management of product recalls in the toy industry – analysis and comparison of strategies undertaken and their implications. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

The following study analyses the occurrence of product recalls in the toy industry. The first part explores whether toy companies follow any structured guidelines upon conducting recalls, basing on the framework for effective recall management evaluated by Smith, Thomas and Quelch (1996). Furthermore, the first part outlines whether toy companies adopt proactive or passive responses to the recalls; and what approaches according to the “company response continuum” they undertake. The second part of the research investigates consumers’ expectations of how toy recalls should be handled and identifies what recall actions are considered most important to them. The operational and managerial implications of the above expectations are also discussed.

The study argues that companies do not generally follow any structured steps when conducting toy recalls and that they do not adhere to the Smith, Thomas and Quelch’s (1996) framework in the same way. Moreover, the study discovers that passive responses are prevalent among the recalling toy companies, while both the “super-effort” and the “forced compliance” approaches according to the “company response continuum” are equally common. Finally, the research outlines that consumers vary in their expectations of of recalls’ handling; however, they anticipate similar behavior from toy companies. This includes: proactive preparation for recalls; conducting recalls immediately after discovering faulty toys; keeping the customers fully informed about the cause of the defects and their potential consequences and providing them with an adjustment offer in return for the defective products.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 08 Apr 2013 13:21
Last Modified: 27 Sep 2016 20:41
URI: http://eprints.nottingham.ac.uk/id/eprint/25886

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