Trust and Brand Recovery Campaign in Crisis: Findus Nordic and the Horsemeat Scandal
Falkheimer, Jesper LU and Heide, Mats LU
(2014)
International Communication Association (ICA) annual conference 2014
- 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)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/4865052
- author
- Falkheimer, Jesper
LU
and Heide, Mats
LU
- organization
- publishing date
- 2014
- type
- Contribution to conference
- publication status
- unpublished
- subject
- conference name
- International Communication Association (ICA) annual conference 2014
- conference location
- Seattle, United States
- conference dates
- 2014-05-22 - 2014-05-26
- language
- English
- LU publication?
- yes
- id
- 10f8d463-c424-4f86-8f63-1c6640c2938f (old id 4865052)
- date added to LUP
- 2016-04-04 13:37:55
- date last changed
- 2020-10-30 11:37:31
@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}},
}