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Catalytic defiance as a crisis communication strategy: The risk of pursuing long-term objectives

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  • Yehya, Nadine A.
  • Coombs, W. Timothy

Abstract

In 2014, Dairy Khoury, a medium-sized family dairy located in Lebanon, was accused of using a health-threatening carcinogenic substance as a preservative in its products. The news created an immediate food safety concern and a product harm crisis, resulting in dramatic reputation loss and operational risks to Dairy Khoury. In this article, we analyze Dairy Khoury’s response to the product harm crisis through an examination of the communication strategies used to address internal and external stakeholders. We then introduce traditional corrective action response strategies from the crisis communication literature. In the Dairy Khoury case study, the company opted to defend its reputation and clarify the misunderstanding using catalytic defiance, a long-term crisis response strategy. Our analysis provides insight regarding the risks and benefits of pursuing long-term versus short-term strategies during crisis recovery. This article contributes to crisis communication theory and practice and sheds light on the dynamics of crisis management in family businesses.

Suggested Citation

  • Yehya, Nadine A. & Coombs, W. Timothy, 2017. "Catalytic defiance as a crisis communication strategy: The risk of pursuing long-term objectives," Business Horizons, Elsevier, vol. 60(4), pages 463-472.
    • Handle: RePEc:eee:bushor:v:60:y:2017:i:4:p:463-472
    DOI: 10.1016/j.bushor.2017.03.003
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    References listed on IDEAS

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    1. Coombs, W. Timothy, 2015. "The value of communication during a crisis: Insights from strategic communication research," Business Horizons, Elsevier, vol. 58(2), pages 141-148.
    2. Cleeren, Kathleen, 2015. "Using advertising and price to mitigate losses in a product-harm crisis," Business Horizons, Elsevier, vol. 58(2), pages 157-162.
    3. Laufer, Daniel & Coombs, W. Timothy, 2006. "How should a company respond to a product harm crisis? The role of corporate reputation and consumer-based cues," Business Horizons, Elsevier, vol. 49(5), pages 379-385.
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