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DEFINITION OF CRISIS
The term crisis evokes a sense of threat, urgency, and destruction. Crisis suggests an unusual of overwhelmingly negative significance that carries a high level of risk, harm and opportunity for further loss. For organizations, crisis often conveys a fundamental threat to system stability and threats to high priority goals including image, legitimacy and profitability.

TYPES OF CRISES * Natural disasters
Natural disasters are generally assumed to be beyond the control and responsibility of most organizations. It is including floods, earthquake, mud slides hurricanes and tornadoes.
Example: The 2008 Sichuan Earthquake.

* Crises in public perception It ranges from news stories depicting the organization negatively to destructive rumors appearing in e-mail, on web sites or by word of mouth. These perceptions may concern the nature of a product, the conduct and credibility of the management and the financial status of the organization, or its conduct with regard to specific issues such as use of animals in testing, treatment of women employees or others. Example: McDonald’s Malaysia boycotting crisis.

* Product or Services Crises
Nowadays, product failures is a surprisingly a common crisis. There are a few crisis can be related to product and services crisis.

* Product recalls
Product recalls is either undertaken voluntarily or mandated by regulatory agencies or the courts.
Example: Johnson & Johnson experienced two recalls in 1982 and 1986 relating to their Extra Strengths Tylenol capsules.

* Food-Borne Illness
Usually faced by restaurants, meat-packing plants, and food distributors that the foods contain with contaminants such as E.Coli or salmonella bacteria make consumers ill or in some cases death.
Example: Jack-in-Box’s and Hudson Food’s E.Coli Infected hamburgers.

* Terrorist attacks
These

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