Hur skyddade Findus sitt varumärke under Hästköttskandalen? - En kvalitativ fallstudie om Findus krishantering
Title: How did Findus defend their brand during the Horsemeat-scandal? - A qualitative case study on Findu's crisis management Key words: Brand crisis, Crisis management, Crisis management strategies, Brand equity, Preparation, Responsibility, Transparency Problem: Brand crises occur today more often than ever before. The risk of serious consequences increases if the organization during cris
