Manejo de la comunicación estratégica en situaciones de crisis de las empresas Unión Vinícola Internacional S.A. y Embotelladora Industrial Licorera Manabí C.A.

Abstract

This research presents a diagnosis of the communication management in crisis situations of companies in the alcoholic beverage sector: Unión Vinícola Internacional S.A. and Compañía Embotelladora Industrial Licorera Manabí C. A. (Ceilmaca). The main objective of this research is to identify how companies in the alcoholic beverages sector manage during crisis situations during the last decade. In order to carry out the investigation, in-depth interviews were conducted, along with the communication managers of both institutions, and a case study was carried out with each company. As a result, the study concluded that the selected companies do not have preventive communication plans that can help in the presence of possible crisis situations, yet both companies have security protocols to deal with already experienced crisis.