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Crisis communications: The emergence of stakeholder media

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When Le Monde exclaimed in a front-page headline: “Danone prepares to shed 3,000

jobs in Europe, including 1,700 in France”, on January 10, 2001, Danone -- France’s national ‘champion’ and one of Europe’s biggest food and beverage firms -- faced a major crisis. The announcement led to public and political protests, and a massive boycott of Danone’s products. Mark Hunter, INSEAD Adjunct Professor and a former investigative journalist, says “suddenly Danone, the most respected company in France, found themselves facing not only a social (or labour) crisis but also a societal crisis, unlike any other … We think they underestimated the extent of the forces that were facing them … and the impact of certain stakeholder groups on the outcome of the crisis.”

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en

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text/html

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http://knowledge.insead.edu/CrisisCommunications080609.cfm?vid=54

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Copyright INSEAD. All rights reserved