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Krisenkommunikation und Krisenmanagement bei der PepsiCo

Krisenkommunikation und Krisenmanagement bei der PepsiCo

          
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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Sprache: Deutsch, Abstract: Ziel der Arbeit ist es, das Krisenkommunikationskonzept des Unternehmens PepsiCo zu analysieren. In der Ausgangslage werden die Begrifflichkeiten des Krisenmanagements definiert. Darüber hinaus werden das Unternehmen und dessen Werbespot, der zur Krise führte, vorgestellt. Im Hauptteil dieser Arbeit werden die Krise und der Krisenverlauf analysiert. Dabei liegen das Kommunikationsverhalten von Pepsi und die Reaktion der Öffentlichkeit im Fokus. Abschließend folgen ein kritisches Fazit und Handlungsempfehlungen. Rückrufe von Lebensmitteln, Autos oder technischen Geräten, die Bedrohung von Arbeitsplätzen und Massenentlassungen oder Störanfälle in Industrieanlagen - die Liste von Krisenmeldungen ließe sich endlos fortführen. Die Folgen solcher Krisen können für Unternehmen verheerend sein, denn neben dem materiellen Verlust erleidet auch das Vertrauen der Öffentlichkeit in das Unternehmen einen Schaden und die Reputation ist oft nachhaltig geschädigt. Gerade in der heutigen Gesellschaft, in der die Meinungsbildung über Onlinemedien stark zunimmt, können die Folgen einer Krise ins Unermessliche steigen. Bereits Gerüchte können enorme Konsequenzen haben. So haben die sozialen Medien längst Einfluss auf Management- und Führungsprozesse. Ein angemessenes Krisenkommunikationskonzept jedes Unternehmens ist in unserer Medien- und Informationsgesellschaft unabdingbar. Denn muss eine Krise bewältigt werden, dann spielt die Unternehmenskommunikation die entscheidende Rolle, um noch größere Schäden vermeiden zu können. Nur eine zielgerichtete Krisenkommunikation kann das öffentliche Vertrauen in das Unternehmen zurückgewinnen oder gar nicht erst verlieren.


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Product Details
  • ISBN-13: 9783346081919
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346081915
  • Publisher Date: 23 Sep 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 45 gr


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