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| Tekijä: | Roehreke, I-A. |
| Otsikko: | Die Blechtrommler = Volkswagen AG tries to correct its communication strategy and PR ! Volkswagen AG |
| Lehti: | Manager Magazin
1993 : OCT, VOL. 23:10, p. 98-105 |
| Asiasana: | CAR INDUSTRY PUBLIC RELATIONS COMMUNICATION GERMANY STRATEGY |
| Kieli: | ger |
| Tiivistelmä: | A successive deterioration of the image of Volkswagen from March till August 1993 could be observed in the press reports and comments. The phenomenon has been characterized as a PR catastrophe by the Financial Times. Business difficulties, industrial espionage /against Opel/ as well as the misleading statements of some of the company's representatives have made questionable the opennes and sincerity of the whole VW management. A week to week description of how VW image has changed during this period is presented and analyzed. Three image factors such as "acceptance", "goodwill" and "management quality" are shown to be undervalued. The mistakes of VW communication strategy are summarized and some corrective measures are suggested. |
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