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Product Recalls and Firm Reputation

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  • Boyan Jovanovic

Abstract

Product recall data and information on stock price reactions to recalls are used to estimate the value of reputation in a model in which product quality is not contractible. A recall is the result of a product defect that signals low effort. The recall triggers a reduction in the firm's product price and value, which then both rise steadily until its next defect occurs. We estimate that reputation accounts for 8.3 percent of firm value and that welfare is 26 percent of its first best level. A policy intervention that attains first best is a recall tax accompanied by a flow subsidy.

Suggested Citation

  • Boyan Jovanovic, 2021. "Product Recalls and Firm Reputation," American Economic Journal: Microeconomics, American Economic Association, vol. 13(3), pages 404-442, August.
    • Handle: RePEc:aea:aejmic:v:13:y:2021:i:3:p:404-42
    DOI: 10.1257/mic.20180396
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    Cited by:

    1. Fishman, Arthur & Hellman, Ziv & Weiss, Avi, 2023. "Habit forming consumers and firm dynamics," Journal of Economic Dynamics and Control, Elsevier, vol. 154(C).
    2. Federico Nutarelli & Massimo Riccaboni & Andrea Morescalchi, 2021. "Product recalls, market size and innovation in the pharmaceutical industry," Papers 2111.15389, arXiv.org.

    More about this item

    JEL classification:

    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • G32 - Financial Economics - - Corporate Finance and Governance - - - Financing Policy; Financial Risk and Risk Management; Capital and Ownership Structure; Value of Firms; Goodwill
    • H25 - Public Economics - - Taxation, Subsidies, and Revenue - - - Business Taxes and Subsidies
    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
    • L62 - Industrial Organization - - Industry Studies: Manufacturing - - - Automobiles; Other Transportation Equipment; Related Parts and Equipment
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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