A Strategic Framework for Analysing Negative Rumors in the Market Place: The Case of Wash & Go in Denmark

Abstract

The author proposes a classification system for the analysis and curbing of negative rumors in the market place. The classification system is useful for marketers as it does not only indicate the potential of a rumor to spread, but also suggests the response strategy appropriate in a specific rumor situation. To illustrate the relevance and applicability of the classification system the article will refer to an example recently seen in Denmark: the case of Wash & Go.