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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 18 What is the nature of transnational corporations that are likely to be involved in cross-national conflicts? A national conflict that could shift borders involves organizations with a headquarters in another country, primarily transnational businesses and multilateral organizations (e.g., International Monetary Fund and World Bank); implicates transnational businesses with high profile or visibility level (i.e., AOL, Coca Cola, McDonald’s, Starbucks); concerns complex (i.e., technology, food and beverage) and controversial industries, such as pharmaceutical, oil and chemical (e.g., ChevronTexaco, Bayer). The degree of identification of a high profile organization with its home country, such as the case of McDonald’s or Starbucks, will influence the strength and salience of the cross- national conflict. Representing U.S. interests, Seattle-based Starbucks has more than 5,000 stores worldwide and it is often the focus of activist protests (Maloy, 2002). When a transnational business has direct contact with consumers and sells its products or services to retail stores— such as McDonald’s, ChevronTexaco, Starbucks—NGOs and private citizens will conduct attacks on the facilities or demonstrate in the vicinity where the shops are located. There seems to be a relation between a conflict concerning a transnational corporation that produces or commercializes with a tangible product, raw material or natural resources and the attention the conflict receives by NGOs and the global media. That is especially true when exploitation, manufacturing, or selling consumer products are the focus of the conflict. Proposition 6: Transnational corporations that produce or commercialize tangible, boycottable products are more likely to receive attention than those who produce and commercialize intangible services.

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
18
What is the nature of transnational corporations that are likely to be involved in cross-national
conflicts?
A national conflict that could shift borders involves organizations with a headquarters in
another country, primarily transnational businesses and multilateral organizations (e.g.,
International Monetary Fund and World Bank); implicates transnational businesses with high
profile or visibility level (i.e., AOL, Coca Cola, McDonald’s, Starbucks); concerns complex (i.e.,
technology, food and beverage) and controversial industries, such as pharmaceutical, oil and
chemical (e.g., ChevronTexaco, Bayer).
The degree of identification of a high profile organization with its home country, such as
the case of McDonald’s or Starbucks, will influence the strength and salience of the cross-
national conflict. Representing U.S. interests, Seattle-based Starbucks has more than 5,000 stores
worldwide and it is often the focus of activist protests (Maloy, 2002). When a transnational
business has direct contact with consumers and sells its products or services to retail stores—
such as McDonald’s, ChevronTexaco, Starbucks—NGOs and private citizens will conduct
attacks on the facilities or demonstrate in the vicinity where the shops are located. There seems
to be a relation between a conflict concerning a transnational corporation that produces or
commercializes with a tangible product, raw material or natural resources and the attention the
conflict receives by NGOs and the global media. That is especially true when exploitation,
manufacturing, or selling consumer products are the focus of the conflict.
Proposition 6: Transnational corporations that produce or commercialize tangible,
boycottable products are more likely to receive attention than those who produce and
commercialize intangible services.


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