Brand crisis management: the use of information for prevention, identification and management

Abstract Purpose: To understand, from the management perspective, the use of information on brand crisis management in moments involving prevention, identification and management. Design/methodology/approach: This article is the result of an exploratory, qualitative study. Primary data was collected through interviews with marketing executives and crisis management specialists. Findings: We concluded that managers use information in very different ways, and, taking possession of information and decision-making attitudes into account, four groups of crisis managers were found. Originality/value: In order to contribute to the expansion of academic knowledge in the field of marketing administration and brand crisis management, this study presented the crossing of three different fields (information systems, brand crisis management and organizational development) to structure knowledge concerning brand crisis management. From the managerial perspective, certain crises could be avoided by monitoring internal and external information, and by identifying problems in their early stages. From the social perspective, reducing brand crisis cases positively affects society as a whole (organizations and individuals).

摘要
研究目的：从管理视角探析品牌危机管理相关信息在危机预防、识别与处置阶段的应用规律。
研究设计与方法：本文为一项探索性质性研究，通过对营销高管与危机管理专家开展访谈收集一手数据。
研究结果：本研究发现，不同管理者对信息的使用方式存在显著差异；结合信息获取行为与决策态度两个维度，可将危机管理者划分为四类群体。
研究创新与价值：为拓展营销管理与品牌危机管理（brand crisis management）领域的学术知识边界，本研究整合信息系统、品牌危机管理与组织发展三个不同领域的研究视角，构建了品牌危机管理的相关知识体系。从管理实践视角来看，通过监测内外部信息并在危机早期阶段识别问题，可有效规避部分危机的发生；从社会视角来看，减少品牌危机事件对包括组织与个体在内的全社会均具有积极意义。