IDEAS home Printed from https://ideas.repec.org/a/ags/ijofsd/345344.html
   My bibliography  Save this article

Corporate Communication Actions in Response to Crises: Empirical Evidence in Food Fraud in Brazil

Author

Listed:
  • de Almeida, Luciana Florêncio
  • Rocha, Thelma Valéria
  • da Fonseca, Márcio Ribeiro

Abstract

The paper proposes a framework for corporate communication action in wicked scenarios based on stakeholder salience theory (SST). Empirical evidences was collected through a food fraud case in Brazil during 30 days after the scandal on Social Media. A qualitative content analysis was conducted to discriminate the online corporate communication strategies adopted by the two major food companies involved in the scandal. The results indicated that both firms lacked an immediate mandate to address the legitimate stakeholders’ claim. This study adds the action perspective to stakeholder salience theory, providing practical guidelines for marketers in the food sector who face wicked contexts, attempting to achieve transparency and common goals along with their stakeholders.

Suggested Citation

  • de Almeida, Luciana Florêncio & Rocha, Thelma Valéria & da Fonseca, Márcio Ribeiro, 2019. "Corporate Communication Actions in Response to Crises: Empirical Evidence in Food Fraud in Brazil," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 10(05), December.
    • Handle: RePEc:ags:ijofsd:345344
    DOI: 10.22004/ag.econ.345344
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/345344/files/CORPORATE%20COMMUNICATION%20ACTIONS%20IN%20RESPONSE%20TO%20CRISES.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.345344?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:ijofsd:345344. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/centmde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.