Trust and Brand Recovery Campaigns in Crisis: Findus Nordic and the Horsemeat Scandal
The aim of this study 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 understanding of how Findus Nordic in Sweden managed the crisis communication response and repair of its trust and corporate brand during and after the horsemeat scandal in 2013. The case study is fo