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

Falkheimer, Jesper LU and Heide, Mats LU (2015) In International Journal of Strategic Communication 9(2). p.134-147
Abstract
The aim of this study 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 understanding of how Findus Nordic in Sweden managed the crisis communication response and repair of its trust and corporate brand during and after the horsemeat scandal in 2013. The case study is founded in a theoretical framework that consists of three theories or concepts: transboundary crisis, image repair strategy and the rhetorical arena. Findus Nordic followed it´s corporate values and applied a consistent image repair strategy: denial and shifting the blame towards the supplier Comigel in an extremely multi-vocal arena. This strategy... (More)
The aim of this study 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 understanding of how Findus Nordic in Sweden managed the crisis communication response and repair of its trust and corporate brand during and after the horsemeat scandal in 2013. The case study is founded in a theoretical framework that consists of three theories or concepts: transboundary crisis, image repair strategy and the rhetorical arena. Findus Nordic followed it´s corporate values and applied a consistent image repair strategy: denial and shifting the blame towards the supplier Comigel in an extremely multi-vocal 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 had positive effects in trust and the corporate brand. The launch of the campaign was very fast and might have been dangerous. But, according to the analysis the success of the campaign may be explained as a consequence of its sensemaking and auto-communicative approach. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
in
International Journal of Strategic Communication
volume
9
issue
2
pages
134 - 147
publisher
Taylor & Francis
external identifiers
  • scopus:84927716064
ISSN
1553-1198
DOI
10.1080/1553118X.2015.1008636
language
English
LU publication?
yes
id
992baa7a-dc4e-4994-a01b-0dd21536957e (old id 4584509)
date added to LUP
2014-08-06 09:07:46
date last changed
2017-10-29 03:17:02
@article{992baa7a-dc4e-4994-a01b-0dd21536957e,
  abstract     = {The aim of this study 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 understanding of how Findus Nordic in Sweden managed the crisis communication response and repair of its trust and corporate brand during and after the horsemeat scandal in 2013. The case study is founded in a theoretical framework that consists of three theories or concepts: transboundary crisis, image repair strategy and the rhetorical arena. Findus Nordic followed it´s corporate values and applied a consistent image repair strategy: denial and shifting the blame towards the supplier Comigel in an extremely multi-vocal 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 had positive effects in trust and the corporate brand. The launch of the campaign was very fast and might have been dangerous. But, according to the analysis the success of the campaign may be explained as a consequence of its sensemaking and auto-communicative approach.},
  author       = {Falkheimer, Jesper and Heide, Mats},
  issn         = {1553-1198},
  language     = {eng},
  number       = {2},
  pages        = {134--147},
  publisher    = {Taylor & Francis},
  series       = {International Journal of Strategic Communication},
  title        = {Trust and Brand Recovery Campaigns in Crisis: Findus Nordic and the Horsemeat Scandal},
  url          = {http://dx.doi.org/10.1080/1553118X.2015.1008636},
  volume       = {9},
  year         = {2015},
}