Planning for a Corporate Crisis Response in non-Western environments: A case study of a corporate response to pork DNA found in Halal Cadbury Chocolate

1. What are the ambitions of Open Labor’s membership?
How do these features characterise social networked movements as a product of globalisation; (Construction of meaning in a world increasingly influenced by computer mediated communication)
2. Content analysis of Open Labor’s Website
How is Open Labor representing the ambitions of its membership base (as defined above)
Planning for a Corporate Crisis Response in non-Western Environments
A Case Study of a Corporate Response to Pork DNA found in Halal Cadbury Chocolate
1. Problem
2. Case Study: Pork in Halal Chocolate
• Grunig’s Theory of Excellence – normative model
• Generic Principles: relationship management,
segmentation of publics, strategic management
through two-way communication.
• Specific Global applications: culture, including
language, the political system, the economic
system, the media system, and the level of
economic development and activism
• Government is a key relationship
8. Data Collection
1.6 billion Muslims around the world, representing 23 per cent of people worldwide and making Islam the world's second-largest
religion. Muslims are a majority in 49 countries and millions more Muslims live as minorities elsewhere.
3. Context: The PR IR debate
Grunig’s six applications
for Global Practice
• Cultural relativists take
on Grunig’s generic
principles of excellence.
• Normative theory ignores
cultural heterogeneity as
a central feature of
modern societies
What are the ambitions ooff OOppeenn LLaabboorr’’ss mmeemmbbeerrsshhiipp??
How did Cadbury Malaysia’s
relationship with the Malaysian
Government feature within its
strategic communication response?
How did this relationship reflect
crisis response planning adapted
for a non-Western environment
Global Islam: The PR Challenge
4. Objective
How do corporations or businesses prepare for and
respond to a crisis in non-Western environments with
unfamiliar cultural, religious, and/or political settings?
6. Theoretical Framework
• Data informing the company’s management of
its relationship with the Malaysian Government
from February to July 2014
• secondary and primary sources
• websites and social media pages, trade
publications, media reports and blog articles.
• Data organised into a timeline of events for
evaluation
9. Data Evaluation
• qualitative assessment of data will construct
an overall portrait of the case within the
normative frame.
10. Outcome
5. Research Question
• 1.6 billion Muslims
around the world,
• 23 per cent of world’s
population
• Second-largest religion.
• Muslims are a majority in
49 countries
• Feb 2014 Halal Chocolate
tests positive for Pork
DNA
• May 2014 Voluntary recall,
Muslim backlash, product
boycott
• June 2014 Follow up tests
negative
7. Research Design
• qualitative,
• exploratory,
• single-case
• Support a discussion about the Cadbury
Malaysia case in relation to similar cases,
• Contribute empirical evidence to the ongoing
theoretical debate
• Limitations: generalisability of findings, no
interviews