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Jesper

Jesper Falkheimer

Professor

Jesper

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

Författare

  • Jesper Falkheimer
  • Mats Heide

Summary, in English

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.

Avdelning/ar

  • Institutionen för strategisk kommunikation

Publiceringsår

2015

Språk

Engelska

Sidor

134-147

Publikation/Tidskrift/Serie

International Journal of Strategic Communication

Volym

9

Issue

2

Dokumenttyp

Artikel i tidskrift

Förlag

Taylor & Francis

Ämne

  • Communication Studies

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 1553-1198