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

Falkheimer, Jesper LU and Heide, Mats LU orcid (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)
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author
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organization
publishing date
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unpublished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},
}