Resumen

FERNANDEZ SOUTO, Ana Belén  y  VAZQUEZ GESTAL, Montse. "Cucumber Crisis" as a business opportunity for Spanish organizational companies. anagramas rumbos sentidos comun. [online]. 2016, vol.15, n.29, pp.119-142. ISSN 1692-2522.  https://doi.org/10.22395/angr.v15n29a6.

This article is a reflection on "cucumber crisis" which affected Spanish agriculture producers in June, 2011 and which created a panic among European consumers. From the analysis of the crisis management, we will study several cases of public and private Spanish organizations which use the ""Cucumber crisis"" as a business opportunity and, specifically, as an opportunity for positioning and reputation before their pubic.

Palabras clave : crisis; communication; Spain; public relations; opportunity.

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