Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
139251 | Public Relations Review | 2010 | 6 Pages |
Abstract
This study focused on ConAgra's communication strategies utilized during its peanut butter and pot pie product recalls. A content analysis revealed that ConAgra handled each recall differently, with little evidence of organizational learning. The use of strategic ambiguity during the peanut butter recall enabled ConAgra to respond more successfully to consumers than during the pot pie recall.
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Authors
Amy N. Miller, Robert S. Littlefield,