Crisis in a cup: managing the Mie Sedaap recall and rebuilding trust

Abdullah, Nur Nabilah and Ramdzan Ali, Al Amirul Eimer and Ramli, Mohd Safwan (2024) Crisis in a cup: managing the Mie Sedaap recall and rebuilding trust. IIUM Journal of Case Studies in Management, 15 (2). pp. 91-95. ISSN 2810-2327 E-ISSN 2710-7175

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Abstract

This paper analyses the recall of two products from the Indonesian instant noodle brand Mie Sedaap. This recall followed the discovery by food safety regulators in Hong Kong and Singapore of the Korean Spicy Chicken and Korean Spicy Soup’s prohibited chemical, ethylene oxide. The incident resulted in recalls in both countries between September and October 2022. Being aware of the fact that the adverse consequences were detrimental for the business, the present case study will discuss the ways, in which the Mie Sedaap brand acted in relation to the reputation management when the product was recalled and the ways, in which the company ensured the customers and other stakeholders that their trust was still valued by the company. Moreover, the discussion will entail the integration of some of the SDG aspects namely; good health and wellbeing (SDG 3), responsible consumption and production (SDG 12), and the partnerships for the goals (SDG 17) to analyse the overall effects and the response measures in containing food safety and sustainability issues.

Item Type:	Article (Journal)
Uncontrolled Keywords:	brand crisis, consumer trust, crisis management, product recalls, brand image
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Sustainable Tourism and Contemporary Languages
Depositing User:	Dr Nur Nabilah Abdullah
Date Deposited:	11 Jul 2024 15:35
Last Modified:	11 Jul 2024 15:36
URI:	http://irep.iium.edu.my/id/eprint/113100

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