Pradnya Joshi and Danny Hakim, writing for The New York Times

According to Pradnya Joshi and Danny Hakim, writing for The New York Times on February 26 2016: “For years, Volkswagen successfully communicated an image of itself to the world: Our cars are green and our engineers are the best. In September that fell apart when the automaker admitted it had engineered millions of vehicles to cheat on pollution tests. Since then, the company — known for its insular culture and a carefully scripted messaging machine — has stumbled repeatedly in explaining itself”. (Joshi, P. and Hakim, D. (2016) ‘VW’s Public Relations Responses and Flubs’, The New York Times, 26 February. Drawing on relevant theories from the module, (1) evaluate Volkswagen’s marketing communications following their emissions scandal, (2) investigate the tactics that have been used by certain consumers / activist groups against Volkswagen as a response to the scandal, and (3) make suggestions regarding how Volkswagen should respond to these tactics in the future. build your own case study using news articles from the internet. draw on:?- The Stakeholder Identification and Salience model developed by Mitchell, Agle and Wood (1997) to analyse which stakeholders were affected and how Volkswagen communicated with them.?- Concepts from the consumer resistance discourse to analyse the response of activists.?- Concepts from the relationship marketing discourse to evaluate Volkswagen’s communications and to make appropriate suggestions. Aspects of these theories, concepts and frameworks that are relevant to your analysis of Volkswagen’s communications need to be defined and explained before being applied to the case.