Corporate Diplomacy: How Multinational Corporations Gain Organizational Legitimacy A Neo-Institutional Public Relations Perspective /

• Main Author: Marschlich, Sarah (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer VS, 2022.
• Edition: 1st ed. 2022.
• Series: Organisationskommunikation, Studien zu Public Relations/Öffentlichkeitsarbeit und Kommunikationsmanagement,
• Subjects: Public relations.; Diplomacy.; Communication in politics.; Communication > Methodology.; Communication.; Communication in organizations.; Public Relations.; Political Communication.; Media and Communication Methods.; Media Reception and Media Effects.; Organizational and Strategic Communication.
• Online Access: Link to Metadata

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. 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.