La Comunicació empresarial en situacions de crisi : estudi de cas: la crisi de Fontaneda

Abstract

In 2002 the British multinational United Biscuits made the decision to close the Fontaneda cookie factory in Aguilar de Campoo, a municipality in the province of Palencia, Spain. After more than a hundred years of Fontaneda cookie production in Aguilar, the inhabitants faced the loss of not only 212 jobs but also of a certain kind of identity. United Biscuits dealt with the conflict through communication strategies. For our study of this case, nine focused interviews and two discussion group sessions were carried out. The focused interviews were conducted with individuals involved in United Biscuits communication management during the crisis and with key stakeholders in the business. The discussion groups were organized into two categories: former Fontaneda workers and inhabitants of Aguilar de Campoo.