The global marketing environment is fickle and reactive, to say the least.
No matter how well prepared a marketing team thinks it is to face any potential issues, the sensitivity of today's consumers can send a market skyrocketing or plunging in an instant.
For example, companies in the retail industry can be greatly affected if a credit card system is compromised and customers' financial information is subject to theft.
Even if only one or two companies are actually affected by the breach, consumers will be reluctant to shop or make larger purchases until they feel the problems are resolved.
Consumer fears are not always completely rational, but, to a business that needs their support, that does not matter.