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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 7 likely to shift from country to country? (2) What are the characteristics of the country or region where the conflict starts that may influence the magnitude of the conflict? (3) Who are the various parties involved in cross-national conflicts? (4) What is the nature of transnational corporations that are likely to be involved in cross-national conflicts? (5) What are the types of corporate consequences and responses of organizations facing a cross-national conflict shifting? (6) How does an issue focalized in one country or region cross national boundaries and become transnational? (7) What are the news values that play a major role in including national conflicts in the international media agenda? To give context to these questions and to provide a sampling of response scenarios, six cases of cross-national conflict shifting are briefly introduced. Ethan Allen & Mahogany Logging In 1996, Greenpeace began a campaign to curb illegal mahogany logging and destruction of the Amazon rainforest. The campaign was designed to target internal and external players. Internally, their efforts pressured Brazilian President Enrique Cardoso to implement a two-year moratorium on mahogany logging in Amazonia (Greenpeace, 2001). Because the furniture industry is the major consumer base fueling demand for mahogany, Greenpeace also targeted furniture retailers which included Ethan Allen. In October 1996, activists from the Calgary Rainforest Action Group staged a parade and protest outside of an Ethan Allen store in Calgary, Canada (Dempster, 1996). In August of the next year, activists from EarthCulture staged a demonstration at an Ethan Allen store in Raleigh, North Carolina. They hung a 50-foot banner that read, “Save the Amazon, Don’t Buy Mahogany,” and staged a “die-in” (“EarthCulture hammers,” 1997).

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
7
likely to shift from country to country? (2) What are the characteristics of the country or region
where the conflict starts that may influence the magnitude of the conflict? (3) Who are the
various parties involved in cross-national conflicts? (4) What is the nature of transnational
corporations that are likely to be involved in cross-national conflicts? (5) What are the types of
corporate consequences and responses of organizations facing a cross-national conflict shifting?
(6) How does an issue focalized in one country or region cross national boundaries and become
transnational? (7) What are the news values that play a major role in including national conflicts
in the international media agenda?
To give context to these questions and to provide a sampling of response scenarios, six
cases of cross-national conflict shifting are briefly introduced.
Ethan Allen & Mahogany Logging
In 1996, Greenpeace began a campaign to curb illegal mahogany logging and destruction
of the Amazon rainforest. The campaign was designed to target internal and external players.
Internally, their efforts pressured Brazilian President Enrique Cardoso to implement a two-year
moratorium on mahogany logging in Amazonia (Greenpeace, 2001). Because the furniture
industry is the major consumer base fueling demand for mahogany, Greenpeace also targeted
furniture retailers which included Ethan Allen. In October 1996, activists from the Calgary
Rainforest Action Group staged a parade and protest outside of an Ethan Allen store in Calgary,
Canada (Dempster, 1996). In August of the next year, activists from EarthCulture staged a
demonstration at an Ethan Allen store in Raleigh, North Carolina. They hung a 50-foot banner
that read, “Save the Amazon, Don’t Buy Mahogany,” and staged a “die-in” (“EarthCulture
hammers,” 1997).


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