Image Restoration With New Technology

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Image Restoration With New Technology

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dc.contributor.author Bülow-Møller, Anne Marie en_US
dc.date.accessioned 2009-02-04T10:25:13Z
dc.date.available 2009-02-04T10:25:13Z
dc.date.issued 2006-11-03T00:00:00Z en_US
dc.identifier.uri http://hdl.handle.net/10398/6850
dc.description.abstract The article examines the role played by the corporate website while a company – Arla – attempted to restore an image tarnished by unethical behaviour. The company’s strategy focussed on dialogue: it introduced a large number of authentic employees in their natural role as cook, dairy farmer, etc., and made them available to readers as experts providing inspiration and advice, or as writers blogging about the world of company, or as responsible people answering readers’ frank questions about their practices in an open forum. It is argued that the electronic platform allowed the company to substitute their image as a faceless monopoly with a humanized, personalised version. However, it should also be questioned if, in the long run, it was the image campaign rather than the visible efforts of the company to behave with consideration that brought about the desired change. Keywords: Image restoration, corporate communication, consumer dialogue en_US
dc.format.extent 17 s. en_US
dc.language eng en_US
dc.relation.ispartofseries Working paper;2006-011 en_US
dc.title Image Restoration With New Technology en_US
dc.type wp en_US
dc.accessionstatus modt06nov03 mielmo en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Center for Kommunikation en_US
dc.contributor.departmentshort KOM en_US
dc.contributor.departmentuk Centre for Communication Studies en_US
dc.contributor.departmentukshort KOM en_US
dc.idnumber x656517807 en_US
dc.publisher.city København en_US
dc.publisher.year 2006 en_US


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