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Managing stakeholder 'push back', an exploratory investigation into dealing with negative cross cultural communication in a global environment

White, Mona, Haire, Joel, Rex, Judy and King, Janelle 2003, Managing stakeholder 'push back', an exploratory investigation into dealing with negative cross cultural communication in a global environment, in ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings, University of South Australia, Adelaide, S. A., pp. 1533-1539.

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Title Managing stakeholder 'push back', an exploratory investigation into dealing with negative cross cultural communication in a global environment
Author(s) White, Mona
Haire, Joel
Rex, Judy
King, Janelle
Conference name Australian and New Zealand Marketing Academy. Conference (2003 : Adelaide, South Australia)
Conference location Adelaide, South Australia
Conference dates 1-3 December 2003
Title of proceedings ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings
Editor(s) Kennedy, Rachel
Publication date 2003
Conference series Australian & New Zealand Marketing Academy Conference
Start page 1533
End page 1539
Publisher University of South Australia
Place of publication Adelaide, S. A.
Keyword(s) pushback
cross-cultural communication
public affairs
international marketing
strategic management
Summary This paper addresses the issue of a current business phenomenon – ‘push back’. This phenomenon has been experienced by a number of transnational companies. It is embedded in the challenges of cross-cultural communication and involves the linkage of local culture activists with globalisation acitivists in an alliance to stop business growth. This exploratory investigation examines three multinational organisations using qualitative research. From the findings a model has been developed in an attempt to provide practitioners with a framework with which to understand ‘push back’. The complexity of combating alliances of this nature raises challenges for the current approaches to marketing and the need for a multi-stakeholder approach in cross-cultural communication is suggested.
ISBN 9780868039831
0868039837
Language eng
Field of Research 150502 - Marketing Communications
150503 - Marketing Management (incl. Strategy and Customer Relations)
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2003, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30021017

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.