The rise of corporate activism: a double-edged sword for multinational corporations

Jolović, Ivana and Jolović, Nevena (2021) The rise of corporate activism: a double-edged sword for multinational corporations. In: 7th International Scientific Conference "Corporation as a Contested Agency",. Faculty of Technical Sciences, Novi Sad, pp. 58-78. ISBN 978-86-6022-394-6

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Abstract

It seems that multinational corporations in the “VUCA era” have moved
quite rapidly from a state of “apathy” to a state of “activism” when it comes
to socio-political and environmental issues. Their leaders are increasingly
expected to express views on climate change, gender equality, political trends,
and similar topics that, mostly, are not necessarily related to their core
business operations, and the silence - that in certain cases may be the only
response - often causes more complex, multiple, and unforeseeable negative
consequences for corporations than any stated attitude. Therefore,
corporations’ decision-makers are expected to be intelligent and insightful
enough, as well as to react quickly. The aim of the research is to examine the
controversial two-sidedness of corporate activism as an emerging
phenomenon. The subject of the research refers to the analysis of (in)direct
business effects caused by socio-political and environmental statements and
public appearances of corporations and/or their CEOs. The result of the
research is reflected in the presentation of the potential impacts of such
activities on the performance and reputation of corporate brands; in a review
of corporations’ employees and consumers consequent behavior; and in the
analysis of the relations of corporate activism with BA, CSR, and CPA as
similar but independent phenomena.

Item Type:	Book Section
Additional Information:	COBISS.ID=70949129
Uncontrolled Keywords:	corporate socio-political activism, corporate social responsibility, corporate political activity, brand activism, corporations
Research Department:	Macroeconomics
Depositing User:	Jelena Banovic
Date Deposited:	14 Oct 2022 12:03
Last Modified:	14 Oct 2022 12:03
URI:	http://35.240.28.64/id/eprint/1783
Author Links:	[error in script] No links available.

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