Browsing by Author "Fornelli, Chiara"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- Managing a social (ir)responsibility crisis : the case of Ferrero and the palm oil issuePublication . Fornelli, Chiara; Versari, PietroCrisis management communication represents a challenging concern for today’s organizations. A single episode of negative brand publicity can lead to crucial damages to the constituents, troubles for the entity, as well as threats to its reputation, leading it to their very existence end. Increasingly number of academics identify the brand reputational status as relevant influencer factor in all business’ aspects. Indeed, brand reputation is the base for all organizations to be successful. This thesis builds on the brand crisis management theories to analyze how Ferrero, one of the largest confectionary companies worldwide, faces and overcome the palm oil scandals, which recently represented its greater threat, improving both profits and reputation. Moreover, this work can be applied as a managerial case study in classes such as Corporate Social Responsibility, Business Ethics, Crisis Management Communication, Management Consulting. Along this thesis, some crisis characteristics and consumers’ reactions are analyzed, as well as the major strategic crisis responses, thanks to an accurate Literature Review. After pursuing a qualitative research on Ferrero, I identify the main reasons why the company could successfully overcome the crisis. Finally, some alternative response solutions are explored.