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
欧美综合自拍亚洲图久青草| 欧洲亚洲另类一区在线观看| 免费看成人毛片无码视频| av一区二区三区不卡在线| 动漫精品一区二区三区在线观看 | 国产日韩AV免费无码一区二区三区| 亚洲精品日韩片无码中文字幕| 永久免费老妇女性较大毛片在线| 国产乱人伦偷精品视频免下载| 国产免费观看a大片的网站| 日韩精品在线视频直播 | 欧美人与动牲交a免费观看| 精品久久久久久无码| 日本A∨精品中文字幕在线久久夜色tv网站| 天天爽夜夜爽精品免费久久99热精品| 人妻中文字幕乱人伦在线| 日韩aⅴ人妻无码一区二区| 国产乱人伦av在线a最新| 亚洲一级黄色中文字幕在线观看| 最新精品国偷自产在线美女足| 影音先锋女人av鲁色资源网站| 日韩精品视频免费观看| 久久99精品久久久久久hb| 国产成人亚洲综合一区| 亚洲欧美日韩精品久久亚洲区| 国产精品久久久久久一区二区| 亚洲精品中文字幕无码视频| 亚洲日韩欧美一区二区三区| 天天做天天躁天天躁| а√最新版天堂资源在线| 国产欧美日韩另类精彩视频| 国产精品成人片在线| 亚洲 欧美 另类 在线麻豆成人久久| 精品亚洲麻豆1区2区3区| 国产一级做a爰片久久毛片99| 99久久免费精品国产男女性高| 欧美黑人日韩三级破处女视频污片| 国产片AV不卡在线观看| 一区二区天堂资源中文最新版在线一区| 日本日本乱码伦视频在线观看| 欧美巨大XXXX做受l色诱久久av|