Adapting Multinational Corporations' Communication for Global Branding
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| Format: | Thesis |
| Kulcsszavak: | branding communication corporate culture marketing multinacionalitás |
| Online Access: | http://dolgozattar.uni-bge.hu/56657 |
| Abstract: | In today's globalised world, multinational corporations encounter diverse cultural and communication challenges that require careful navigation to maintain stakeholder trust and corporate reputation. Communication dynamics in organisational contexts play a pivotal role in addressing these challenges. This study explores the impact of external miscommunication, specifically social media crises, on internal communication dynamics and policy formulation within such corporations, with a specific focus on the 2018 advertising incident of Heineken Light. The incident, which sparked controversy over racial insensitivity, serves as a poignant example of the repercussions of miscommunication and cultural missteps in marketing. By examining how Heineken responded to this incident and analysing its 2017 and 2018 annual reports, this research aims to uncover the effects of external miscommunication on internal processes. The central question guiding this study is: How does external miscommunication, such as social media crises, impact internal communication dynamics and policy formulation within multinational corporations, with a focus on the 2018 advertising incident of Heineken Light? Through this investigation, the study seeks to provide insights into effective strategies for managing external miscommunication and fostering effective internal communication and policy formulation within multinational corporations. |
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