Exploring the Concept of Business Scapegoating: key contributing constructs and preventative measures

Abstract: The purpose of our study is to investigate the concept of business scapegoating and its influencing constructs and how they could be hindered. A constructionist approach is used with a grounded theory strategy. Concerning our qualitative research, an exploratory method was used followed by discourse analysis, serving as a support function, which constitutes a triangulation method. The theoretical framework is largely based on theories regarding brand crisis- and reputation management, and product-harm crises management. In the analysis, theories are adapted to a scapegoating approach. Our empirical data was collected mainly through qualitative semi-structured in-depth-interviews with professionals within brand crisis management, media relations, sustainability, and sociology. Using semi- structured interviews allowed for us to gather additional qualitative data and new insights in addition to the interview questions. We conclude that there are five key external constructs contributing to the phenomena of business scapegoating, with two supporting constructs. There are measures that have preventative effects on the phenomena, but the phenomena cannot be fully avoided. A detailed description concerning the key constructs, root causes of the phenomena in the example cases, and preventative measures are provided.