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VAG-koncernens utsläppsskandal: En kvalitativ studie inom kriskommunikatioin
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Forskning inom kriskommunikation tyder på att det är viktigt som företagare att hantera kriskommunikation väl, oavsett storlek på organisationen. Utsläppsskandalen VAG-koncernen orsakade hösten 2015 skakade bilvärlden. Miljoner fordon blev påverkade av skandalen utan förvarning. I dagsläget pågår fortfarande utsläppsskandalen.Syftet med studien var att beskriva och analysera hur VAG-koncernen kommunicerade under utsläppsskandalen, baserat på uttalanden som de själva gjort samt utifrån det bedöma hur koncernen hanterade krisen. Slutligen analyserades resultatet med diskussion där slutsatsenblev att VAG-koncernen överlag hanterat krisen på ett bra sätt genom att de bad om ursäkt för skandalen, tillsatte en ny ledningsgrupp, tog ansvar för situationen och försökte återställa allt så gott det gick. Det negativa var att de agerade långsamt. Rekommendationen från de teorier som använts i denna studie är att agera fort, inom 24-36 timmar efter krisens start. VAG-koncernens första uttalande kom sju dagar efter skandalens uppdagande.De teorier som vi oftast kunde koppla till VAG-koncernens uttalanden var Image Repair Theory (IRT) och Situational Crisis Communication Theory (SCCT). Dessa teorier kopplades till alla tio uttalanden. Fem av uttalandena kopplades till strategin tillrättaläggande inom teorin IRT, vilket var den strategi som hade högst frekvens bland koncernens uttalanden.

Abstract [en]

Crisis communication is a globally central concept. Research in the area indicates that it isimportant for businesses to handle crisis communication well, regardless the size of theorganization. The emission scandal caused by the VAG-group in the autumn 2015 rattled theautomotive business. Millions of vehicles were affected by the scandal without warning. Thescandal is still going on in present time.The purpose of the study was to describe and analyze how the VAG-group communicatedduring the crisis based on the statements made by the VAG-group. Additionally, also determinehow VAG handled the crisis. Finally the result was analyzed with a discussion where theconclusion is that the VAG-group generally handles the crisis well since they apologized forthe scandal, changed the board, took responsibility for the situation and tried to restoreeverything as much as possible. The only negative aspect was their slow acting. Therecommendation from the theories used in this study is to act fast, within 24-36 hours after thestart of the crisis. For the VAG-group the first statement came seven days after the reveal of thescandal.The theories that we could connect mostly to the statements made by the VAG-group were theImage Repair Theory (IRT) and the Situational Crisis Communication (SCCT). These theoriescould be related to all ten statements. In five of the statements the strategy Corrective actionfrom IRT was connected which was the strategy with the highest frequency within thestatements by the VAG-group.

Place, publisher, year, edition, pages
2018. , p. 38
Keywords [en]
Crisis communication, crisis management, repairing organizational legitimacy, Image Repair Theory, Situational Crisis Communication Theory, Reactive Crisis Management.
Keywords [sv]
Kriskommunikation, krishantering, legitimetsreparering, Image Repair Theory, Situational Crisis Communication Theory, Reactive Crisis Management.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-34684OAI: oai:DiVA.org:miun-34684DiVA, id: diva2:1254199
Subject / course
Business Administration FE1
Educational program
BSc Programme in Business and Economics SEKOG 180 higher education credits
Supervisors
Examiners
Available from: 2018-10-08 Created: 2018-10-08 Last updated: 2018-10-08Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • text
  • asciidoc
  • rtf