How important is a favourable Corporate Image prior to a Crisis?

Tesis (Bachelor) , 2006 , 99 Páginas , Calificación: 2,1

Economía de las empresas - Negocios - General

The purpose of this dissertation is to find out whether a favourable corporate image is important prior to a PR-crisis. This question is also being applied to Merck & Co. Inc., a pharmaceutical company in the U.S. which is currently having its VIOXX-crisis, while researching if their favourable corporate image is helping them to overcome the crisis faster. Furthermore an employee of Merck KGaA in Germany was interviewed, with the intention to find out whether the company has been influenced by the VIOXX-crisis since they are related through their names.

The methodology is a critical review of the literature, in addition to the description of how to put together, employ and analyse an interview and a questionnaire, which was distributed to 180 students in England and Germany.

The findings are comprised of the comparison of the results of the questionnaires and the answers of the interview with the literature. The favourable corporate image proves to be important prior to a crisis and a good relationship with the media should be built by the organisations in order to diminish the risk of moral panic. Referring to Merck & Co., Inc., their favourable corporate image and good relationship with the media give them a strong potential to overcome the crisis.

The method had a limitation: the sample of the questionnaire are English and German students only and therefore do not represent the whole English and German population.

The favourable corporate image and a good media management policy are valuable assets of a company, especially nowadays when bad news can be communicated rapidly by modern media tools, like the Internet.

Inhaltsverzeichnis (Table of Contents)

• 1. Introduction
• 2. Literature Review
  • 2.1. Definitions
  • 2.2. Corporate Identity, Image and Reputation
  • 2.3. Building a Corporate Image
  • 2.4. Case Studies Johnson & Johnson and Coca-Cola
    • 2.4.1. Johnson & Johnson
      • 2.4.1.1. The Tylenol Crisis
      • 2.4.1.2. Brand Image
      • 2.4.1.3. Media Analysis
    • 2.4.2. Coca-Cola
      • 2.4.2.1. The Coca-Cola Crisis
      • 2.4.2.2. Brand Image
      • 2.4.2.3. Media Analysis
    • 2.4.3. Conclusion relating to the Case Studies
  • 2.5. Moral Panic
    • 2.5.1. Johnson & Johnson
    • 2.5.2. Coca-Cola
• 3. Methodology
  • 3.1. Primary and Secondary Research
  • 3.2. Qualitative and Quantitative Research
  • 3.3. Secondary Research in this Dissertation
  • 3.4. Primary Research in this Dissertation
    • 3.4.1. Interview (qualitative)
    • 3.4.2. Questionnaire (quantitative)
  • 3.5. Research applied in this dissertation
    • 3.5.1. Interview
    • 3.5.2. Questionnaire
• 4. Analysis and Findings
  • 4.1. Questionnaire
    • 4.1.1. In General
    • 4.1.2. English and German students
    • 4.1.3. Tabloids and National Press Reader
  • 4.2. Interview
• 5. Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation aims to investigate the importance of a favourable corporate image in mitigating the impact of a public relations crisis. The study focuses on the case of Merck & Co. Inc., a pharmaceutical company experiencing the VIOXX crisis, to determine whether their positive corporate image is aiding in their crisis management. The research also explores the influence of the VIOXX crisis on Merck KGaA in Germany, a company related by name. The methodology combines a critical review of existing literature with primary research through an interview and questionnaire. The findings are analyzed by comparing the results of the questionnaire, interview, and literature review.

• The importance of a positive corporate image before a crisis
• The role of media relations in crisis management
• The impact of moral panic on public perception
• The application of case studies to analyze crisis response strategies
• The use of quantitative and qualitative research methodologies

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction sets the stage for the dissertation by outlining the research question, the case study of Merck & Co. Inc., and the research methodology. The literature review provides definitions of corporate identity, image, and reputation, examines how corporate images are built, and analyzes case studies of Johnson & Johnson and Coca-Cola, including their crisis response strategies and media management. The chapter also explores the concept of moral panic and its impact on the two case studies. The methodology section describes the primary and secondary research methods employed, including the interview and questionnaire. The analysis and findings section presents the results of the questionnaire and interview, which are compared with the findings from the literature review.

Schlüsselwörter (Keywords)

This dissertation focuses on key concepts such as corporate image, public relations crisis, media management, moral panic, case studies, quantitative and qualitative research methodologies. The research examines the importance of a favourable corporate image in crisis management and investigates the impact of the VIOXX crisis on Merck & Co. Inc. and Merck KGaA. The dissertation uses both secondary and primary research, including an interview and a questionnaire, to analyze the role of corporate image in crisis communication and public perception.

• Universidad: University of Lincoln
• Calificación: 2,1
• Autor: Bachelor (Hons) in Advertising and Marketing Viviane Glanz (Autor)
• Año de publicación: 2006
• Páginas: 99
• No. de catálogo: V60386
• ISBN (Ebook): 9783638540827
• Idioma: Inglés
• Etiqueta: Corporate, Image, Crisis