Trust and Brand Recovery Campaign in Crisis: Findus Nordic and the Horsemeat Scandal
The aim of this paper 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 under-standing of how Findus Nordic in Sweden managed the crisis communication response and repair of it´s corporate brand during and after the horesemeat scandal in 2013. The case study is founded i