A ‘glocalization’ approach to the internationalizing of crisis communication
| Autor: | Jeff Hicks, Derek Lehmberg |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
Marketing
Glocalization business.industry Expatriate media_common.quotation_subject 05 social sciences 050801 communication & media studies Public relations Corporation 0508 media and communications State (polity) Multinational corporation Political science Multiculturalism 0502 economics and business Crisis plan Business and International Management business 050203 business & management media_common Crisis communication |
| Zdroj: | Business Horizons. 61:357-366 |
| ISSN: | 0007-6813 |
| Popis: | This article focuses on the field of international crisis communication, whereby multinationals and their expatriate staff respond to crisis events in international and/or multicultural contexts. The field of international crisis communication is at or near a state of crisis due to lack of research and, more importantly, methods useful for practitioners. ‘Glocalization’—which is used successfully in fields as diverse as marketing, education, theology, and others as an effective and expedient way of leveraging global capabilities to meet local demands—is proposed as one method for addressing this need pragmatically. Using glocalization for the internationalizing of crisis communication benefits practitioners and researchers alike in a way that avoids imposing Western frameworks and interpretations onto non-Western crisis situations. We demonstrate the approach with a case study involving multinational McDonald’s Corporation and its foreign subsidiary, McDonald’s Japan. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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