Considering the hazard posed by defective products, we know relatively little about how firms determine when to recall products once they are known to have defects. Drawing on two perspectives: threat rigidity and stealing the thunder, this study examines the effects of recall severity and scale on the time it takes firms to announce a product recall after becoming aware of the defect, and the contingencies surrounding them. Our study contributes insights to the literature on crisis management by clarifying the conditions when different perspectives are more likely to dominate in predicting the timing of firm response to crisis. We contribute to practice by illuminating key drivers of the timing of product recall decisions – a type of firm action with significant implications for public health and policy.
