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Trust and Brand Recovery Campaign in Crisis: Findus Nordic and the Horsemeat Scandal

Falkheimer, Jesper LU and Heide, Mats LU (2014) ICA
Abstract
The aim of this paper is to describe and analyze a transboundary crisis, focusing crisis communication, from the perspective of an involved major corporation. More concretely the intent is to increase under-standing of how Findus Nordic in Sweden managed the crisis communication response and repair of it´s corporate brand during and after the horesemeat scandal in 2013. The case study is founded in a theoretical framework that consists of three theories or concepts: transboundary crisis (Boin, 2010), image repair strategy (Benoit, 1995) and the rhetorical arena (Frandsen & Johansen, 2010a; Frandsen & Johansen, 2010b). Findus Nordic followed it´s corporate values and applied a consistent image re-pair strategy: denial and shifting... (More)
The aim of this paper is to describe and analyze a transboundary crisis, focusing crisis communication, from the perspective of an involved major corporation. More concretely the intent is to increase under-standing of how Findus Nordic in Sweden managed the crisis communication response and repair of it´s corporate brand during and after the horesemeat scandal in 2013. The case study is founded in a theoretical framework that consists of three theories or concepts: transboundary crisis (Boin, 2010), image repair strategy (Benoit, 1995) and the rhetorical arena (Frandsen & Johansen, 2010a; Frandsen & Johansen, 2010b). Findus Nordic followed it´s corporate values and applied a consistent image re-pair strategy: denial and shifting the blame towards the supplier Comigel (Benoit, 1995) in an ex-tremely multivocal arena. This strategy was supplemented with evasion of responsibility. Very close to the end of the public crisis Findus Nordic used the crisis as a possibility to recover their position and started a campaign that led to increased and positive brand value. (Less)
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10f8d463-c424-4f86-8f63-1c6640c2938f (old id 4865052)
date added to LUP
2015-09-01 11:31:00
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@misc{10f8d463-c424-4f86-8f63-1c6640c2938f,
  abstract     = {The aim of this paper is to describe and analyze a transboundary crisis, focusing crisis communication, from the perspective of an involved major corporation. More concretely the intent is to increase under-standing of how Findus Nordic in Sweden managed the crisis communication response and repair of it´s corporate brand during and after the horesemeat scandal in 2013. The case study is founded in a theoretical framework that consists of three theories or concepts: transboundary crisis (Boin, 2010), image repair strategy (Benoit, 1995) and the rhetorical arena (Frandsen & Johansen, 2010a; Frandsen & Johansen, 2010b). Findus Nordic followed it´s corporate values and applied a consistent image re-pair strategy: denial and shifting the blame towards the supplier Comigel (Benoit, 1995) in an ex-tremely multivocal arena. This strategy was supplemented with evasion of responsibility. Very close to the end of the public crisis Findus Nordic used the crisis as a possibility to recover their position and started a campaign that led to increased and positive brand value.},
  author       = {Falkheimer, Jesper and Heide, Mats},
  language     = {eng},
  title        = {Trust and Brand Recovery Campaign in Crisis: Findus Nordic and the Horsemeat Scandal},
  year         = {2014},
}