Is there a magic potion for eternal business success?

Abstract

The product crises suffered by different brands are well-known. They have led to recalls, free product repairs and even to a complete withdrawal of a product from the market. In some cases, only a specific market was affected, while in others the impact was a worldwide one. In this study we analyse the latter: Mattel 2007, Toyota 2009, Volkswagen 2015 and Samsung 2016. In all these cases, the companies managed to overcome their crises and stay at or close to the top of the market. When collecting data on each case, we look for the common factors and the keys to overcoming the crises, in order to maintain the leading market positions, they hold. A clear conclu-sion is the need for the company to take proactive control of the crisis and also de-velop the future strategy such company will have to implement.