The Future of Corporate Diplomacy: Lessons in Building Reputations and Relationships with External Stakeholders
Witold Henisz, Author, Corporate Diplomacy: Building Reputations and Relationships with External Stakeholders
Many multinational brands are struggling to win the strategic competition for the trust of external stakeholders, especially suppliers, employees and local communities in remote locations. The fact of the matter is that often these stakeholder groups differ significantly in values from said multinationals. There are many reasons behind these gaps, such as differences in understanding of how market economies are supposed to function, or differences in hopes and fears for the future, among others. This new book argues that the strategic management of relationships with external stakeholders – what the author calls “Corporate Diplomacy” – is not simply PR, but a serious set of opportunities to create real lasting brand value. Join the conversation for a well-balanced collection of case studies, along with practical stakeholder engagement tools and tips.