| Summary: | AlaU is an online educational platform that was initially dedicated to providing
preparation through pre-university courses, but two factors created a crisis within the
company, the first is due to the communication of the current government about the
elimination of the entrance exam and the second, the Covid-19 pandemic triggered a
decrease in subscribers and viewings.
The objective of this research was “To analyze the management, implementation
and results of the communication strategies employed by AlaU to face the
organizational crisis.”
To achieve this objective, a mixed methodology was implemented, which
consisted of in-depth interviews with the CEO, Director of Marketing and
Communication of AlaU, as well as crisis experts such as Jordi Xifra, Ana María
Enrique and Miguel Vásquez, as well as surveys of her employees, which allowed us to
learn about the strategies implemented, determine their effectiveness, errors and provide
recommendations.
The main results were that AlaU made mistakes such as not having a crisis plan,
not paying attention to the first symptoms and not working simultaneously with all its
audiences. To carry out the crisis management, actions were carried out such as, the
restructuring of its business model, accompanied by empathy and innovation, however,
there were unexpected changes in the role of CEO and organizational culture.
|
|---|