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.

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.

Managers of multinational organizations are struggling to win the strategic competition for the hearts and minds of external stakeholders. These stakeholders differ fundamentally in their worldview, their understanding of the market economy and their aspirations and fears for the future. Their collective opinions of managers and corporations will shape the competitive landscape of the global economy and have serious consequences for businesses that fail to meet their expectations. This important new book argues that the strategic management of relationships with external stakeholders – what the author calls "Corporate Diplomacy" – is not just canny PR, but creates real and lasting business value.Using a mix of colourful examples, practically relevant tools and considered perspectives, the book hones in on a fundamental challenge that managers of multinational corporations face as they strive to compete in the 21st century. As falling communication costs shrink, the distance between external stakeholders and shareholder value is increasingly created and protected through a strategic integration of the external stakeholder facing functions. These include government affairs, stakeholder relations, sustainability, enterprise risk management, community relations and corporate communications. Through such integration, the place where business, politics and society intersect need not be a source of nasty surprises or unexpected expenses. Most of the firms profiled in the book are now at the frontier of corporate diplomacy. But they didn’t start there. Many of them were motivated by past failings. They fell into conflicts with critical stakeholders – politicians, communities, NGO staffers, or activists – and they suffered. They experienced delays or disruptions to their operations, higher costs, angry customers, or thwarted attempts at expansion. Eventually, the managers of these companies developed smarter strategies for stakeholder engagement. They became corporate diplomats. The book draws on their experiences to take the reader to the forefront of stakeholder engagement and to highlight the six elements of corprate diplomacy.

In Business Diplomacy by Multinational Corporations, Huub Ruël turns to Catholic Social Thought (CST), to provide a clear, distinctive instrument for MNCs to reflect on their purpose and role in the global society while also guiding and directing their relationship-building actions with other actors in the global society.

International business and globalization requires governments to operate in a context different than before, which is to integrate other participants of diplomacy in its own decision-making processes. Governments have been focusing on new strategies, such as involving ministries and non-state actors and institutions, providing greater transparency, and acting collectively. Facing the challenges of an increasingly complex world Diplomats are not the only actors involved in the diplomatic process because due to globalization, many actors such as NGOs, international organizations and individuals can be seen practicing diplomacy. Diplomacy is a course of actions, based on the exchange of ideas, values and traditions to reinforce the business relationships, improve the social cooperation and stimulate the national interests, with respects to globalization. Diplomacy, due to globalization the mass communication technology help access between people to promote peace & stability all over the world because it influences the opinion globally of businesses, trade, individuals, communities, cultures and countries (Kamsaris, 2020). The tactics to form international relations can be described either hard or soft power and according to Nye soft power is the ability to persuade and get what you want through culture, values and ideas through attraction rather than coercion or payments, while hard power involves activating forces. Through soft power, the use of cultural diplomacy becomes significant (Kamsaris, 2020). Regarding the international business world, the will and ability to appreciate and embrace the diverse values and needs of dissimilar cultures is important for the strategic decisions and adopt diplomacy models tactics by increasing social awareness of international companies engaged in the development of culturally sensitive marketing plans and campaigns in order to build positive public opinion, form a good image, free of local problems, conduct research regarding the cultural differences of the new country and international companies with local focus (Kamsaris, 2020). Bound states that the internet has created a world where cultures meet and mix and reform easily and constantly and countries are increasingly finding that they need to reaffirm their sovereignty to stop their cultures being swamped or changed by access to other cultural outputs. As Mark says, a state’s international cultural mission now involves a more active role in protecting and developing country culture. A country’s cultural identity needs to be strong and constantly reinforced and revitalised, or it will be flooded and lost. A culture is the set of values which underpins a country and the way that other countries use to understand you. Culture for Ribeiro is a non-threatening, inclusive way of communicating with people. It is powerful because it is universal and is shared as it is a manifestation of human genius and achievement and is charged with symbolic meaning. International relations referred to the study of foreign affairs and political interaction between countries and cover the complex of cultural, economic, legal, military, and political relations of all countries and their populations, actors and international organizations. The goal of this book is to introduce some of the main issues of international politics, such as war and peace, development, regional integration and security, and to familiarize with different ways to conceptualise and analyse these issues. This should allow to make a more confident decision about your own attitude towards particular issues and to analyse these issues more thoroughly, but it should also make you question both your own as well as others’ representations of the world.

This dissertation examines corporate diplomacy from an international public relations perspective to determine how organizations manage their non market environment. The dissertation conceptualizes corporate diplomacy strategies based on an interdisciplinary literature to understand the strategic levers that make the non market environment work. Previous literature on the topic has looked at how multinational corporations operate within the rules of a host country. The dissertation is an attempt to understand the rules themselves and their impact on the strategic choices made by an MNC. The study analyzed five U.S. MNCs (ExxonMobil, Johnson & Johnson, JPMorgan Chase, General Motors, and Procter & Gamble) across five different industry sectors. International media coverage of the selected companies was examined over a 10-year period from 2004 to 2014. A total of 22,357 news articles were coded to identify events for each company outside of their home country. Ten unique events in total were then further studied to examine the efficacy of the proposed corporate diplomacy strategies. The strategies provide MNCs with a clear set of guiding principles and goals to effectively deal with the interests, institutions, ideas, and issues that fall outside of their market domain.

Global Perspectives on Soft Power Management in Business provides a comprehensive exploration of the impactful role of soft power in influencing socio-economic dynamics. In today's interconnected world, soft power drives economic growth through the dissemination of beliefs, cultures, shared norms, and popular trends, creating a country's brand image. This edited volume brings together scholars from diverse academic backgrounds to objectively discuss and analyze the sustainable management, design thinking, and integration of soft power. The book delves into the pros and cons of soft power impact, explores soft power knowledge management in different industries, examines soft power marketing and presentation strategies, and investigates the relationship between technology and soft power. Moreover, it emphasizes that success in the global marketplace is not solely reliant on technological advancements, but also on the added value of products through sophisticated services—a concept encompassed by soft power. This book proves invaluable to undergraduate and graduate students studying business, cultural, and hospitality management, as well as professionals in public and private organizations, universities, professors and lecturers, policy makers, and those in the film and music industry.