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A Working Theory of Cross-National Conflict Shifting as an International Public Relations Dynamic
Unformatted Document Text:  Cross-National Conflict Shifting 14 What are the types and nature of the issues that are likely to shift from country to country? The national conflicts that attract the attention of a wide array of competing voices appear to be labor, environmental, human rights, employee treatment and workplace safety issues, customer satisfaction, and product quality; that is, controversial issues that call the interest and attention of host, home and transnational stakeholders. Today, these aspects are being addressed in the literature and corporate publications concerning corporate social performance (Wood, 1991) and corporate social responsibility (Daugherty, 2001). Moreover, cross-national conflicts include causes, such as women rights, defense of indigenous populations, environmental damage, child labor, workers’ compensation, legal suits, major accidents in corporate facilities, human health risks (e.g., pharmaceutical drug production, genetically modified organisms, poisoning), and so on. Additionally, cross-national conflict includes economic consequences of globalization and fair trade practices in an interconnected world. The six cases previously introduced are related to corporate social performance. For instance, child labor in Nalli of India, environmental damage in Ethan Allen and the Brazilian mahogany, customers focused menus and product quality in McDonald’s India, economic impact of globalization and fair trade in Starbucks, and health risk and legal suit in Bayer chemical in Peru. The type of issue involved may influences the time it takes for a conflict to move across borders, and the attention given to it once it moves across national frontiers. Proposition 1: Cross-national conflict shifting is mainly related to corporate social performance issues and negative economic consequences of globalization.

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
14
What are the types and nature of the issues that are likely to shift from country to country?
The national conflicts that attract the attention of a wide array of competing voices appear
to be labor, environmental, human rights, employee treatment and workplace safety issues,
customer satisfaction, and product quality; that is, controversial issues that call the interest and
attention of host, home and transnational stakeholders. Today, these aspects are being addressed
in the literature and corporate publications concerning corporate social performance (Wood,
1991) and corporate social responsibility (Daugherty, 2001). Moreover, cross-national conflicts
include causes, such as women rights, defense of indigenous populations, environmental
damage, child labor, workers’ compensation, legal suits, major accidents in corporate facilities,
human health risks (e.g., pharmaceutical drug production, genetically modified organisms,
poisoning), and so on. Additionally, cross-national conflict includes economic consequences of
globalization and fair trade practices in an interconnected world.
The six cases previously introduced are related to corporate social performance. For
instance, child labor in Nalli of India, environmental damage in Ethan Allen and the Brazilian
mahogany, customers focused menus and product quality in McDonald’s India, economic impact
of globalization and fair trade in Starbucks, and health risk and legal suit in Bayer chemical in
Peru. The type of issue involved may influences the time it takes for a conflict to move across
borders, and the attention given to it once it moves across national frontiers.
Proposition 1: Cross-national conflict shifting is mainly related to corporate social
performance issues and negative economic consequences of globalization.


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