Preconditions, Methods and Effects of Corporate Public Diplomacy---The Comparison of The Mobile Phone Giants Huawei and iPhone: The Comparison of The Mobile Phone Giants Huawei and iPhone
Translated title
Preconditions, Methods and Effects of Corporate Public Diplomacy---The Comparison of The Mobile Phone Giants Huawei and iPhone
Author
Bi, Xi
Term
4. term
Publication year
2019
Submitted on
2019-05-15
Pages
68
Abstract
Denne afhandling undersøger, hvordan multinationale virksomheder effektivt kan bedrive corporate public diplomacy, en gren af public diplomacy, hvor virksomheder henvender sig til udenlandske offentligheder og gennem deres grænseoverskridende aktiviteter bidrager til et positivt billede af deres hjemland. Begrebet bygger på Ordeix-rigo og Duarts forståelse af corporate diplomacy samt indsigter fra Zhao Qizheng. Analysen tager udgangspunkt i Wendts konstruktivisme (som fremhæver ideers og identiteters betydning) og Joseph Nyes soft power (indflydelse gennem tiltrækning og overtalelse). Med Huawei og Apple som cases sammenlignes forudsætninger, metoder og effekter af corporate public diplomacy. Metoderne omfatter litteraturgennemgang, et spørgeskema gennemført i Beijing og interviews i Syracuse og Philadelphia for at indsamle førstehåndsdata. Studien anerkender begrænsninger: På grund af ukontrollable forhold under dataindsamlingen kan de primære data være delvise og ikke fuldt dækkende, om end stadig nyttige. Analysen ser på forudsætninger på både virksomheds- og landeniveau; undersøger metoder som at lede branchens udvikling, opfylde udenlandsk corporate social responsibility og styrke brandopbygning; samt vurderer effekter i form af udfordringer og muligheder. Studien anvender data og rapporter fra Huawei og Apple, kilder fra mobiltelefonindustrien, virksomhedernes arbejdsrapporter og officielle hjemmesider. Konklusionen gennemgår ræsonnementet og sammenligner styrker og svagheder hos Huawei og Apple i corporate public diplomacy. Den udleder generelle råd om, hvordan virksomheder kan agere effektivt på området, og reflekterer kritisk over forskningsbegrænsninger.
This thesis examines how multinational enterprises can effectively practice corporate public diplomacy, a branch of public diplomacy in which companies address foreign publics and, through cross-border operations, help shape a positive image of their home country. The concept follows Ordeix-rigo and Duart’s view of corporate diplomacy and insights from Zhao Qizheng. The analysis is grounded in Wendt’s constructivism (emphasizing the role of ideas and identities) and Joseph Nye’s soft power (influence through attraction and persuasion). Using Huawei and Apple as case studies, the study compares the preconditions, methods, and effects of corporate public diplomacy. Methods include a literature review, a questionnaire administered in Beijing, and interviews conducted in Syracuse and Philadelphia to gather first-hand data. The study acknowledges limitations: due to uncontrollable factors during fieldwork, the primary data may be partial and not fully comprehensive, though still informative. The analysis considers preconditions at both firm and country levels; examines methods such as leading industry development, fulfilling overseas corporate social responsibility, and strengthening brand building; and evaluates effects in terms of challenges and opportunities. The study draws on data and reports from Huawei and Apple, mobile phone industry sources, company work reports, and official websites. The conclusion reviews the argument and compares the strengths and weaknesses of Huawei and Apple in corporate public diplomacy. It extends the case findings to general guidance on how enterprises can operate effectively in this domain and reflects critically on research limitations.
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