Available online at www.centmapress.org, Results indicated that both corporate firms involved in a food fraud case lacked an immediate mandate to address the legitimate stakeholders' claim. "This study adds the action perspective to stakeholder salience theory, providing practical guidelines for marketers in the food sector who face wicked contexts, attempting to achieve transparency and common goals along with their stakeholders."
Bonfadelli, Heinz (author), Meier, Werner (author), Leonarz, Martina (author), and International Association for Media and Communication Research, London, UK.
Format:
Abstract
Publication Date:
2010-07-18
Published:
Switzerland
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 179 Document Number: C36288
Notes:
Retrieved 03/22/2011, Via online. Pages 15-16 in Book of Abstracts: Environment, Science and Risk Communication Section of the IAMCR Conference, Braga, Portugal, July 18-22, 2010.
3 pages., via online journal, This study is motivated by the importance of communication with societal stakeholders when food is involved. This case adopts an internal view of Monsanto's challenge of engaging with consumers and the broader public when discussing biotechnologies and specifically, genetically modified organisms (GMOs). Multiple interviews were conducted at Monsanto's world headquarters in St. Louis, Missouri, to understand the challenges within the organization in terms of their public persona and why and how they want to change it.
12 pages., Online via UI electronic subscription, Analysis of five cases of peak social media activity in the Dutch livestock sector. Findings indicated that social media hypes revolved around activism, scandals, and conflicts - each with characteristic patterns of activity, framing, interaction and media interplay. "Our results show the need to adopt a proactive and interactive approach that transcends the view of social media as a mere communication channel to respond in crisis situations."
