Overview
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Part of the book series: Organisationskommunikation (ORGKOM)
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About this book
This Open-Access book investigates corporate diplomacy as a legitimation strategy of multinational companies in the United Arab Emirates. The author applies a neo-institutional public relations perspective, according to which societal expectations significantly shape corporate diplomacy communication. Using a multi-method research design, the author shows how corporate diplomacy is used in the host country, what role local media coverage and relationship management fulfill, and what effects corporate diplomacy has on corporate legitimacy in the host country community, i.e., UAE residents. The findings provide substantial insights into how multinational corporations seek legitimacy through corporate diplomacy and demonstrate how these efforts and the legitimation of corporations are affected by the media and the host country's public.
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Table of contents (9 chapters)
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Front Matter
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Back Matter
Authors and Affiliations
About the author
Dr. Sarah Marschlich is a senior research and teaching associate at the Department of Communication and Media Research (IKMZ), University of Zurich. Her research focuses on public relations, organizational communication, and companies' social and political responsibility communication. In particular, she is interested in investigating the role of the public sphere in constituting organizational perceptions by the public.
Bibliographic Information
Book Title: Corporate Diplomacy: How Multinational Corporations Gain Organizational Legitimacy
Book Subtitle: A Neo-Institutional Public Relations Perspective
Authors: Sarah Marschlich
Series Title: Organisationskommunikation
DOI: https://doi.org/10.1007/978-3-658-36818-0
Publisher: Springer VS Wiesbaden
eBook Packages: Literature, Cultural and Media Studies, Literature, Cultural and Media Studies (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2022
Softcover ISBN: 978-3-658-36817-3Published: 01 September 2022
eBook ISBN: 978-3-658-36818-0Published: 30 August 2022
Series ISSN: 2524-3225
Series E-ISSN: 2524-3233
Edition Number: 1
Number of Pages: XVIII, 212
Number of Illustrations: 5 b/w illustrations
Topics: Media and Communication, Diplomacy, Political Communication