COMUNICAÇÃO EM TEMPO DE CRISE: O CASO DA AUTOVISÃO NO BRASIL

• Autor(a) principal: Rodriguez, Maria Carolina
• Data de Publicação: 2007
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/768
• topic: comunicação empresarial; crise de imagem; gerenciamento de crise; relacionamento - mídia.; business communication; image crisis; crisis management; media relationship.; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This is a study about the process of communication associated with the Autovisão case, an episode in 2003 that triggered an image crisis at Volkswagen do Brazil. The objective of this research is to present how the company managed this crisis, especially with regards to the media. This investigation was based on news articles from the periodicals Folha de S.Paulo, O Estado de S.Paulo, Diário do Grande ABC, Valeparaibano, and the labor union newspapers Tribuna Metalúrgica, of Sindicato dos Metalúrgicos do ABC, and Jornal do Metalúrgico from the Sindicato dos Metalúrgicos de Taubaté. The research method utilized was a case study. In addition to describing the most important events, this research's objective was to understand why the Autovisão was negatively mentioned in the media and to the stakeholders. This research concludes that Volkswagen was not prepared to manage its image crisis and had committed a number of mistakes that aggravated the situation.