Modern distribution systems often stretch beyond national borders such that a highly-visible product failure in a single country may negatively influence the reputation and market share of all identifiable supply chain members–even those that are blameless–in multiple countries, especially when the product is related to food safety. This study considers how Fonterra's response to its 2013 bacterial contamination crisis influenced its own reputation and that of the New Zealand dairy milk industry. It first traces how the crisis started in March 2013 and how it ended in August when investigations showed that the bacteria found did not cause botulism, a fatal disease that attacks the nervous system. It generally appears that Fonterra's initial response was unpersuasive but, over time, it stepped up its crisis management efforts.

中文翻译：

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产品安全失败和恢复市场声誉：恒天然对 2013 年细菌污染危机的管理

现代分销系统通常跨越国界，以至于在一个国家发生的高度可见的产品故障可能会对多个国家的所有可识别供应链成员的声誉和市场份额产生负面影响，即使是那些无可指责的成员，尤其是当产品关系到食品安全。本研究考虑了恒天然对其 2013 年细菌污染危机的反应如何影响其自身和新西兰乳制品行业的声誉。它首先追溯了这场危机是如何在 2013 年 3 月开始的，以及它是如何在 8 月结束的，当时调查显示发现的细菌不会引起肉毒杆菌中毒，肉毒杆菌是一种攻击神经系统的致命疾病。恒天然最初的反应似乎没有说服力，但随着时间的推移，它加强了危机管理工作。