@article{1431529,
      recid = {1431529},
      author = {Marschlich, Sarah,},
      title = {Corporate diplomacy : how multinational corporations gain  organizational legitimacy : a neo-institutional public  relations perspective /},
      pages = {1 online resource (xviii, 212 pages) :},
      abstract = {This Open-Access book investigates corporate diplomacy as  a legitimation strategy of multinational companies in the  United Arab Emirates. The author applies a  neo-institutional public relations perspective, according  to which societal expectations significantly shape  corporate diplomacy communication. Using a multi-method  research design, the author shows how corporate diplomacy  is used in the host country, what role local media coverage  and relationship management fulfill, and what effects  corporate diplomacy has on corporate legitimacy in the host  country community, i.e., UAE residents. The findings  provide substantial insights into how multinational  corporations seek legitimacy through corporate diplomacy  and demonstrate how these efforts and the legitimation of  corporations are affected by the media and the host  country's public. About the Author Dr. Sarah Marschlich is  a senior research and teaching associate at the Department  of Communication and Media Research (IKMZ), University of  Zurich. Her research focuses on public relations,  organizational communication, and companies' social and  political responsibility communication. In particular, she  is interested in investigating the role of the public  sphere in constituting organizational perceptions by the  public.},
      url = {http://library.usi.edu/record/1431529},
      doi = {https://doi.org/10.1007/978-3-658-36818-0},
}