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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 16 projects of national interest the host government will play a major role, such as the intervention of the Ecuadorian Ministry of Environment when OCP (an energy consortium) cut down trees to build an oil pipeline through an ecological sensitive forest in Ecuador (Wyss, 2001). Rare occurrences of large-impact cross-national shifting happen in developed nations. For instance, Taylor (2000) presents a case study of the Coca-Cola scare in Europe. The banning of the soft drink was demanded by the governments of Belgian, Spain, and France. In the case of McDonald’s, the case was included in this paper because the incident happened in the United States and this allowed the fast food transnational corporation to avoid the occurrence of the conflict in countries such as India where dietary customs are very strict and, perhaps, attached to their cultural and religious believes. Proposition 2: The magnitude of a cross-national conflict shifting will increase when it starts in an emergent or developed economy because of the greater pressure the transnational corporation will face in the host country and from the international activist community. Proposition 3: Conflicts that occur in developed nations have usually a shorter life and do not cross borders as often as conflicts that start in developing nations or emergent economies. Who are the various parties involved in cross-national conflicts? The host stakeholders that would notice any irregularity in an organization’s behavior are community groups, local politicians and non-governmental organizations. This will expand or remain under control depending on the magnitude of the event and the expediency of organizational responses, among other factors. For instance, international news agencies and NGOs can pick up a news report from the local or national or regional media. Bayer in Peru is an example.

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
16
projects of national interest the host government will play a major role, such as the intervention
of the Ecuadorian Ministry of Environment when OCP (an energy consortium) cut down trees to
build an oil pipeline through an ecological sensitive forest in Ecuador (Wyss, 2001). Rare
occurrences of large-impact cross-national shifting happen in developed nations. For instance,
Taylor (2000) presents a case study of the Coca-Cola scare in Europe. The banning of the soft
drink was demanded by the governments of Belgian, Spain, and France. In the case of
McDonald’s, the case was included in this paper because the incident happened in the United
States and this allowed the fast food transnational corporation to avoid the occurrence of the
conflict in countries such as India where dietary customs are very strict and, perhaps, attached to
their cultural and religious believes.
Proposition 2: The magnitude of a cross-national conflict shifting will increase when it
starts in an emergent or developed economy because of the greater pressure the transnational
corporation will face in the host country and from the international activist community.
Proposition 3: Conflicts that occur in developed nations have usually a shorter life and do
not cross borders as often as conflicts that start in developing nations or emergent economies.
Who are the various parties involved in cross-national conflicts?
The host stakeholders that would notice any irregularity in an organization’s behavior are
community groups, local politicians and non-governmental organizations. This will expand or
remain under control depending on the magnitude of the event and the expediency of
organizational responses, among other factors. For instance, international news agencies and
NGOs can pick up a news report from the local or national or regional media. Bayer in Peru is an
example.


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