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On May 20, 2003, the report of a single infected cow caused Canada to join the list of countries infected with Bovine Spongiform Encephalopathy (BSE), more commonly known as "mad cow" disease. In this article, by considering the Canadian cattle industry as a political economy, the authors assess factual aspects of the first year of the Canadian BSE crisis from a crisis management perspective. Literature suggests that the processual approach of crisis management can assist marketers in improving their responsiveness to socioeconomic disasters, thereby extending the significance of crisis management theory in marketing. Building a responsive, learning-based approach to crisis management should lead marketers to appreciate the plurality of their environment, the primary source of uncertainty. Building a responsive, learning-based approach to crisis management into the industry will safeguard both the industry and the public against both further socioeconomic crises and further food safety concerns. [ABSTRACT FROM AUTHOR]