If the key to your marketing effort is the quality of your products, one of the highest, if not your highest, risk would be something untoward to knock that quality. If this knock on your quality is self-imposed, as in you engaged in fraud to obtain and keep that high reputation for quality, the crisis can quickly move to existential for your organization. This would seem to be the situation that Japanese steel manufacturer Kobe Steel now finds itself in around its fraudulent certification scandal.
