A company using a reactive strategy will do less than society expects. It may deny responsibility for a problem or fight any suggestions that the company should solve a problem. The U.S. Consumer Product safety Commission recalled 900,000 Simplicity bassinets after two infants were strangled between the product’s metal bars. At the time of the recalls, Simplicity was no longer in business. It had gone into bankruptcy and its assets,including the Simplicity brands name,were purchased by SFCA,Inc. SFCA purchased Simplicity’s assets at auction after Simplicity, Inc. went out of business and has no legal liability for any products distributed previously by Simplicity.