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Communication of Multinational Companies with China Stakeholders

Author: QiuFengMei
Tutor: LiuGuangYou
School: Sun Yat-sen University
Course: Business Administration
Keywords: Multinational Stakeholders Communication Mattel Nike
CLC: F276.7
Type: Master's thesis
Year: 2010
Downloads: 112
Quote: 0
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Abstract


The rise in social responsibility to the company 's strategic position , the company's operating continuously by the many stakeholders in the community concerned about the purpose of its business is no longer a \The enterprise has been given the role of a citizen to bear the economic , legal , ethical and philanthropic responsibility . Effective management , we must consider its stakeholders . How to communicate with stakeholders to avoid the occurrence of the crisis , no doubt is a new task faced by the company under the current new situation . Multinationals had a vision for its brand and operations , communication with stakeholders is usually part of their business strategy . With the multinationals to highlight the importance of business in China is booming , the communication of its stakeholders with interests in China . This paper will mainly study related to multinational companies with interests in China - mainly external stakeholders communicate , respectively, with two well-known multinational companies , for example , report the case of communication with stakeholders - Mattel toy company failed and Nike the success stories of the sporting goods company , the stakeholder theory and communication theory - depth description and analysis of the pros and cons of the two cases combined , comparing the two companies to communicate their interests in China related to differences and corporate social performance . Good stakeholder communication strategy can be sustainable and stable development of the company , which is important for enhancing the company's image , reduce operational risk and improve the company's social performance . The Stakeholder Communication is one of the key factors in the company to remain competitive . The views and conclusions of the research was based on stakeholder theory there will be some reference for other multinational companies and domestic enterprises is to grow and globalize .

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CLC: > Economic > Economic planning and management > Enterprise economy > A variety of enterprise and economic > Multinational
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