A 2006 article co-written by Dr. Daniel Laufer, associate professor of marking at Yeshiva University’s SYMS School of Business, and Dr. W. Timothy Coombs made the list of most highly cited articles in a leading managerial journal, Business Horizons. The article, titled “How Should a Company Respond to a Product Harm Crisis?”, provides guidance to practitioners in choosing the appropriate strategy to effectively deal with a product harm crisis. The authors recommend that corporate reputation and consumer-based cues, such as gender and nationality, be incorporated in the decision-making process regarding the choice of a corporate response.