based on the paragraphs, answer the ( Discussion Questions).

CASE DES APPLICATION 7 mor Sale Rantau Arla Foods and the Cartoon Crisis Swedish-Danish cooperative Arla Foods has had a strong historical presence in the Arab world for almost half a century. In September 2005, a Danish newspaper published 12 cartoons depicting Prophet Muhammad (PBUH), which sparked a sharp controversy and outrage among Muslims. This resulted in a boycott starting from Saudi Arabia which then spread into other Arab and Muslim countries. In response to consumer pressures, supermarkets started removing Danish products from their shelves. It was reported that the company was losing about DKK 400 million a year when the boycott was active. The company started to respond with an aggressive communication campaign that included an advertisement posted in several newspapers across the Middle East region that read as follows: Statement from Arla Foods Arla Foods believes that it is our duty to convey our opinion about the unfortunate events of recent months. We will also set out our position for the conference for International Support for the Prophet in Bahrain from March 22-23, 2006, to clarify where we stand. Arla Foods has distanced itself from the Danish newspaper, Jyllands-Posten's, actions in publishing caricatures of the Prophet Mohammed. We do not agree with the newspaper's reasons for publica- tion. On the backdrop of our 40-year history in the Middle East and as an active and integral part of society here, we understand why you feel insulted. Our presence in the region has given us an insight into your culture and values and about Islam. This understanding has, over many years, enabled us to supply high quality products which meet your pref- erences. Through your confidence in our products, we have succeeded in building up brands such as Lurpak, Puck, The Three Cows and Dano. Therefore, we understand and respect your reactions that have led to a boycott of our products following the Danish newspaper's irresponsible and unfortunate action. We would also like to take this opportunity to give you some important information about our company. Arla is a Danish Swedish co-operative which is owned by farmers. Our business in the Middle East has attracted investors and business partners from across the Arab world. Arla employs around 1,000 Muslims in the Arab and Islamic world as well as more than 250 Muslims in Europe They have all felt insulted by these cartoons However, Arla's business in the Middle East has been affected not by its own actions, but because of the actions of others. Esteemed citizens, the years that we have spent in your world have taught us that justice and tolerance are fundamental values in Islam. We wish to co operate with Islamic organisations to find a solu tion to the boycott of Arla's products. We would simply ask you to reflect on this in the hope tha! you will reconsider your attitude to our company Now you know more about who we are, about our attitudes and beliefs. We leave the rest to you Arla Foods 363 Chapter Fourteen Managers and Communication anded but the direct relationship between the above Soon after the advertisement was published, the boycott communication and the halt of the boycott could never na categorically established. Discussion Questions 2. What in your opinion is the most impressive state- ment in the above communication? Why? 3. Do you believe the boycott ended because of the communicative power of the above advertisement or was it due to other reasons? Source: W. Van Doosum, Arla and the Cartoon Crisis, Copenhagen Business School, 2008 http://studenttheses.cbs. dk/bitstream/handle/10417/299/wouter van doesum.pdf? sequence 1 1. Evaluate Arla's statement in terms of whether the company did a good job in overcoming potential barriers in this one-way communication