成人小说亚洲一区二区三区,亚洲国产精品一区二区三区,国产精品成人精品久久久,久久综合一区二区三区,精品无码av一区二区,国产一级a毛一级a看免费视频,欧洲uv免费在线区一二区,亚洲国产欧美中日韩成人综合视频,国产熟女一区二区三区五月婷小说,亚洲一区波多野结衣在线

立即打開
The brilliant lessons from McDonald's recall

The brilliant lessons from McDonald's recall

Kit R. Roane 2010年06月10日

????In Shrek Forever After, America's favorite green ogre gives up a day to get one, and then regrets his choice. Perhaps McDonald's -- now facing a $15 million recall of Shrek drinking glasses tainted with a toxic metal -- wishes it had that option as well.

????But you won't hear McDonald's complaining, shifting blame or running for cover. In fact, the ubiquitous fast food retailer has taken pains to accept responsibility for the problem and moved at lightning speed to fix it by announcing a voluntary recall on Friday.

????What's even more remarkable is the fact that, from a regulatory perspective, this glassware wasn't much of an issue at all. As Scott Wolfson, the chief spokesman for the Consumer Product Safety Commission (CPSC) told Fortune, while praising McDonald's response: "The product is not toxic and does not pose an acute risk to children." The risk to consumers, he added, was "very low."

????McDonald's initiated the voluntary recall even though the amount of the toxic metal detected did not exceed either current federal or state safety requirements. The company said it did so "as a precautionary measure" and due to "an abundance of caution." McDonald's added that it was also guided by what it called the CPSC's "evolving assessment standards for cadmium," a potential strengthening of the standard that the glassware would have been unlikely to pass.

????McDonald's (MCD, Fortune 500) chosen tact and its immediate focus on protecting its reputation and brand helped to mute potential critics, softening what could have been a stock-battering dose of rapidly spreading consumer anger that was percolating across the Internet. Shares of the blue chip stock were up more than 1% on Monday afternoon. McDonald's approach has also been a refreshing change at a time when other blue chip companies continue to demonstrate how not to handle a crisis.

????Learning from the mistakes of others

????Noting that both regulators and some scientific experts have come out supporting McDonald's' view of the product's limited risk, Jerry Swerling, the director of PR Studies at USC's Annenberg School for Communications and Journalism, said that McDonald's didn't allow the crisis to take control. He added that the public support for McDonald's in this recall is in marked contrast to the drubbing that BP (BP) has received from all corners since the recent and expansive oil spill in the Gulf of Mexico.

????"It never ceases to amaze me how difficult some organizations find it to learn from experience," Swerling said. "Every time something happens, a new wheel is invented. Instead of looking at case studies like McDonald's, they think they can delay, they can obfuscate."

????Long-term exposure to cadmium, which is ever-present in cigarette smoke, used in some rechargeable batteries, pigments and electroplating, and is described as "the new lead," may cause bone softening and serious kidney problems. Trace amounts of the bluish-white metal were first discovered in the paint on the Shrek glassware by a band of plucky moms armed with home-tests for heavy metals. These women submitted their findings to the Congresswoman Jackie Speier from California and to the CPSC.

????No consumer company wants to be the subject of a blog post that leads with a customer pulling into a drive-thru, placing their order, and then asking "for some cadmium on the side." But alas, there it was on TheSmartMama.com, along with a discourse on how the unfriendly metal had been found in the glasses by the blogger, a lawyer named Jennifer Taggart.

????The news of the recall and cadmium's potential ill effects initially released a torrent of parental outrage, with commenters wondering about the other promotional toys their kids might have picked up in the latest Happy Meal. As Shahrzad Warkentin wrote on Gather.com, "It's unbelievable to me that our children are continuously being placed in health risks by major brand names like Tylenol and McDonald's that we as parents and consumers rely on and trust."

????Restoring trust

????Winning back the trust of customers will certainly be an ongoing issue for McDonald's, says Professor Terry Hemeyer, who teaches crisis management at Rice University's Jones Graduate School of Management, and is critical of the fast food chain for not understanding its possible vulnerability over the product before releasing it in the stores.

????But, while McDonald's will likely have to address the recall in its restaurants and produce a new successful promotion to bring some skittish customers back inside, the restaurant chain is already moving from the cloud of the recall. That is not so for Johnson & Johnson (JNJ, Fortune 500), which is still grappling with massive consumer and regulatory hurdles over the way its McNeil Consumer Healthcare unit has handled several recalls -- the last being the April recall of 136 million bottles of Benadryl, Motrin, Tylenol and Zyrtec for children and infants. Executives recently faced congressional grilling, while the FDA says it is now considering "seizure, injunction or criminal penalties" against the unit, which has been accused of trying to cover up manufacturing problems.

????The danger for McDonald's may be a repeat performance of the Shrek mistake because, as Clarke Caywood, a marketing communications professor at the Medill Graduate School at Northwestern University, explains, "if McDonald's cannot sell toys or glasses that are safe, the consumer may logically assume the food product may not be safe."

????Its last toy recall was way back in 2002, when the great "Chicago Bears Bobble Head" recall was brought under way. But that recall occurred at a point in time when such recalls seemed more the norm than the exception. Burger King (BKC) had a recall every year from 1999 to 2001, when it was joined by McDonald's, Wendys, Chik-fil-A, and Wataburger in the penalty box. In all, toy recalls at fast food chains accounted for more than 76% of the 9.4 million toys recalled in 2001, according to an analysis of toy recalls done that year by The Los Angeles Times.

????Were the bad old days to return, no amount of PR potion would likely end the nightmare. McDonald's, at least, is hoping that's not the case.

掃碼打開財富Plus App
91久久婷婷国产综合精品青草| 亚洲欧美日韩v在线观看不卡| 国产AV无码专区亚洲AV手机麻豆| 国产精品美女久久久m| 一级白嫩美女毛片免费| 日本xXXX片免费观看国产| 亚洲爆乳AAA无码专区| 国产亚洲欧美日韩在线看片| 大伊人青青草原精品首页| 天堂亚洲日本va中文字幕| 亚洲欧洲日韩综合在线观看| 久久精品女人天堂AV麻| 黄色网页在线播放| 久久久国产精品萌白酱免费| 无码精品一区二区三区99满| 久久ZYZ资源站无码中文动漫| 亚洲一区二区不三区不卡| 亚洲AV无码片一区二区三区| 四虎影视久久久免费| 精品无码一区二区三区亚洲桃色| 成人午夜免费在线观看| 精品国产AV无码一区二区三区| 中文无码一区二区不卡αv| 无码精品人妻一区二区涩爱| 亚洲午夜高清国产拍| 久久国产亚洲日韩一本| 一本狠狠色丁香婷婷综合久久| 99久久免费精品国产男女性高| 永久综合人人视频在线观看| 最新国产AV无码专区亚洲AVn| 精品免费久久久久久成人影院| 无码视少妇视频一区二区三区| 亚洲国产日韩欧美综合久久| 久久亚洲AV无码西西人体| 2020亚洲精品极品色在线| 久久久国产精品VA麻豆| 波多野结衣中文字幕一区二区| 亚洲欧美日韩综合网站色aa| 最新欧美一区二区| 午夜毛片三级在线视频| 60岁妇女毛片免费观看|