TWO-WAY COMMUNICATION: A WIN-WIN MODEL FOR FACING ACTIVIST PRESSURE - Cooper, Adrienne
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Activists and consumers are increasingly demanding companies act in the best interests of the global society and the environment, therefore a corporation's environmental record is becoming an important factor in achieving and maintaining business success. This paper consists of two case studies which examine how Greenpeace, an independent global environmental campaigning organization, targeted two major multi-national corporations, McDonald's and Unilever, in order to change destructive agricultural processes in the developing world. This research examines how these two corporations responded…mehr

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Produktbeschreibung
Activists and consumers are increasingly demanding companies act in the best interests of the global society and the environment, therefore a corporation's environmental record is becoming an important factor in achieving and maintaining business success. This paper consists of two case studies which examine how Greenpeace, an independent global environmental campaigning organization, targeted two major multi-national corporations, McDonald's and Unilever, in order to change destructive agricultural processes in the developing world. This research examines how these two corporations responded to activist pressure from Greenpeace and offers prescriptive insight on how corporations can avoid conflict and create mutually beneficial outcomes when responding to activist pressure. This research examines the outcome of both McDonald's and Unilever's dialogue with Greenpeace.
Autorenporträt
Adrienne Cooper holds a masters degree in Public Relations from Ball State University. This research paper was presented at the 2009 International Public Relations Research Conference in Miami Florida where it received the Debreceny Top Student Paper in Corporate Communications Award.