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- W3208271841 abstract "This paper aims to discuss and propose corporate communication actions in response to companies’ crises in the context of stakeholder salience theory (SST). In this perspective, a normative categorization for corporate communication action is presented considering four definitive classes of stakeholders: consumers, international buyers, media and government. For empirical evidence and insights of the real word, research was conducted using a multiple case study through a documentary method.The corporate communication of two global food companies involved in a food fraud scandal was used as the object of analyses. For 30 days after news of the Brazilian Federal Police operation broke (17th March, 2017), the online companies’ corporate communications were tracked, clustered and interpreted. The main objective was to understand how the two companies managed to respond to two groups of stakeholders: the final consumers and the online media.The paper is organized as follows: the next section presents a discussion on the corporate communication literature focusing on Stakeholder Salience Theory (SST). The third section contains the proposed normative categorization and guidelines for practical use. Section 4 presents the food fraud context in Brazil. Section 5 explores the methodological procedures adopted for data collection and interpretation. Section 6 presents empirical evidence from the Brazilian case in the perspective of the proposed framework. Finally, the last section presents some final remarks and recommendations for the food industry and governments." @default.
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- W3208271841 date "2019-03-01" @default.
- W3208271841 modified "2023-09-26" @default.
- W3208271841 title "Corporate Communication Actions in Response to Crises: Empirical Evidence in Food Fraud in Brazil" @default.
- W3208271841 hasPublicationYear "2019" @default.
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