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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 8 Essentially two kingpins in Brazil control the harvesting and laundering of the illegally harvested mahogany. The largest of the four major importers is DLH Nordish, a company that controls over 50 percent of the Brazilian mahogany market. In October 2001, the month and year Greenpeace released their damning report on the illegal mahogany trade, the group called on Ethan Allen to protect the Brazilian rainforest by purchasing wood certified by the Forest Stewardship Council instead of implicated importers. In the 2001 Greenpeace paper, the Ethan Allen response came from employees who stated that their mahogany comes from Africa. Greenpeace (2001) claims Ethan Allen purchased Brazilian mahogany in both 2000 and 2001. Because Ethan Allen is so far down the food chain and because their mahogany line is limited, it is unlikely they will be moved to respond to Greenpeace or other activist groups who engage in sporadic acts designed to bring attention to the issue and to embarrass Ethan Allen. McDonald’s French Fries Crisis In 1990, McDonald's initiated an extensive advertising campaign proclaiming that its French fries were cooked in 100% Vegetable Oil. In 2001, a proposed class action lawsuit, filed in a court in Illinois, was commenced against McDonald’s Corporation for violations of the consumer fraud laws and common law principles of all 50 states. The Action alleged that McDonald’s provided false and misleading nutritional information to consumers by failing to disclose that its french fries and hash browns contain a small amount of beef flavoring and thus are not vegetarian (“Notice,” n.d.). McDonald’s misled its public, specifically its vegetarian and Hindu customers, into believing its french fries were free of animal product fat. This is a particularly grievous insult to Hindus, for whom the cow is a sacred animal. Recognizing this, McDonald’s settled out of court and publicly apologized “to Hindus, vegetarians and others for failing to provide the kind of

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
8
Essentially two kingpins in Brazil control the harvesting and laundering of the illegally
harvested mahogany. The largest of the four major importers is DLH Nordish, a company that
controls over 50 percent of the Brazilian mahogany market. In October 2001, the month and year
Greenpeace released their damning report on the illegal mahogany trade, the group called on
Ethan Allen to protect the Brazilian rainforest by purchasing wood certified by the Forest
Stewardship Council instead of implicated importers. In the 2001 Greenpeace paper, the Ethan
Allen response came from employees who stated that their mahogany comes from Africa.
Greenpeace (2001) claims Ethan Allen purchased Brazilian mahogany in both 2000 and 2001.
Because Ethan Allen is so far down the food chain and because their mahogany line is
limited, it is unlikely they will be moved to respond to Greenpeace or other activist groups who
engage in sporadic acts designed to bring attention to the issue and to embarrass Ethan Allen.
McDonald’s French Fries Crisis
In 1990, McDonald's initiated an extensive advertising campaign proclaiming that its
French fries were cooked in 100% Vegetable Oil. In 2001, a proposed class action lawsuit, filed
in a court in Illinois, was commenced against McDonald’s Corporation for violations of the
consumer fraud laws and common law principles of all 50 states. The Action alleged that
McDonald’s provided false and misleading nutritional information to consumers by failing to
disclose that its french fries and hash browns contain a small amount of beef flavoring and thus
are not vegetarian (“Notice,” n.d.).
McDonald’s misled its public, specifically its vegetarian and Hindu customers, into
believing its french fries were free of animal product fat. This is a particularly grievous insult to
Hindus, for whom the cow is a sacred animal. Recognizing this, McDonald’s settled out of court
and publicly apologized “to Hindus, vegetarians and others for failing to provide the kind of


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