<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1659-3359</journal-id>
<journal-title><![CDATA[Tec Empresarial]]></journal-title>
<abbrev-journal-title><![CDATA[Tec Empre.]]></abbrev-journal-title>
<issn>1659-3359</issn>
<publisher>
<publisher-name><![CDATA[Instituto Tecnológico de Costa Rica]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1659-33592024000200036</article-id>
<article-id pub-id-type="doi">10.18845/te.v18i2.7136</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Crisis communication strategies: A qualitative study about a natural Medicine Controversy in Colombia]]></article-title>
<article-title xml:lang="es"><![CDATA[Estrategias de comunicación de crisis: Estudio cualitativo sobre una Controversia en el campo de la Medicina Natural en Colombia]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Contreras-Pacheco]]></surname>
<given-names><![CDATA[Orlando E.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Álvarez-Arciniegas]]></surname>
<given-names><![CDATA[Juan Camilo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Garnica-Rugeles]]></surname>
<given-names><![CDATA[María Fernanda]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Industrial de Santander School of Industrial Engineering and Management ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Industrial de Santander School of Industrial Engineering and Management ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Industrial de Santander School of Industrial Engineering and Management ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2024</year>
</pub-date>
<volume>18</volume>
<numero>2</numero>
<fpage>36</fpage>
<lpage>50</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_arttext&amp;pid=S1659-33592024000200036&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_abstract&amp;pid=S1659-33592024000200036&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_pdf&amp;pid=S1659-33592024000200036&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study examines how businesses respond to reputational damage caused by reputation crises. Drawing on the qualitative analysis of a Colombian natural medicine company facing a disruptive event that threatened its flagship product and business, the case study explores the company&#8217;s response to media suspicions of tampering with a phytotherapeutic product. The findings reveal significant inconsistencies in the firm&#8217;s organizational responses and their repercussions on stakeholders and the industry. This study sheds light on the strategic use of responses detached from reality in crisis scenarios to protect reputation. In addition, the study highlights that the analyzed company deviated from established crisis management strategies outlined in theory. The company did not implement the &#8216;steal the thunder&#8217; approach, as it failed to proactively disclose the crisis. Moreover, the company prioritized instrumental responses over normative or ethical considerations. The analysis of the identified deviations from established crisis management principles further emphasizes the importance of the work&#8217;s findings and their theoretical and practical implications for developing more effective crisis communication strategies grounded in truth-seeking.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  El presente estudio examina la forma en que algunas empresas responden al daño reputacional causado por una crisis. A través del análisis cualitativo de una compañía colombiana de medicina natural enfrentando un evento disruptivo que amenazaba su producto insignia y negocio, el estudio de caso explora la respuesta de la empresa ante sospechas mediáticas de manipulación de un producto fitoterapéutico. Los hallazgos revelan inconsistencias significativas en las respuestas organizacionales de la empresa, así como las repercusiones de dichas inconsistencias en los stakeholders y la industria. Este estudio arroja luz sobre el uso estratégico de respuestas desvinculadas de la realidad en escenarios de crisis para proteger la reputación. Además, destaca que la empresa analizada se apartó de las estrategias establecidas en teoría para la gestión de crisis. La empresa no empleó la estrategia consistente en &#8216;tomar la iniciativa&#8217; al no revelar proactivamente la crisis. Además, priorizó respuestas instrumentales sobre consideraciones normativas o éticas. El análisis de las desviaciones identificadas de los principios establecidos de gestión de crisis resalta aún más la importancia de los hallazgos de este trabajo y sus implicaciones teóricas y prácticas para el desarrollo de estrategias de comunicación de crisis más efectivas basadas en la búsqueda de la verdad.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Organizational reputation]]></kwd>
<kwd lng="en"><![CDATA[organizational crisis]]></kwd>
<kwd lng="en"><![CDATA[crisis communication]]></kwd>
<kwd lng="en"><![CDATA[crisis response strategies]]></kwd>
<kwd lng="en"><![CDATA[crisis management]]></kwd>
<kwd lng="es"><![CDATA[Reputación organizacional]]></kwd>
<kwd lng="es"><![CDATA[crisis organizacional]]></kwd>
<kwd lng="es"><![CDATA[comunicación de crisis]]></kwd>
<kwd lng="es"><![CDATA[estrategias de respuesta a crisis]]></kwd>
<kwd lng="es"><![CDATA[gerencia de crisis]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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