Corporate-Adaptation in International Public Relations

The way in which international public relations (IPR) are conducted has become a crucial aspect in the life of organizations that engage in international trade. This study explores corporate-cultural adaptation by looking at how multinational corporations engage in international communication efforts. The study draws from intercultural communication and public relations theory in order to develop a new original model of corporate-cultural adaptation. The specific theories the new model is built on are Kim's cultural adaptation theory, Bennett's developmental model of intercultural sensitivity and Botan's grand strategies model. The new model, supported by available case studies in the IPR literature, advances five approaches in international public relations: the denying/intransigent, the minimizing/resistant, the minimizing/cooperative, the adaptive/cooperative and the integrative approach. Limitations and further directions for research will be discussed.

Author

• Dumitrascu, Radu

• Adaptation
• Ethnocentrism
• International Public Relations
• Corporation
• Multinational

Identifier

hdl:1920/3156

OAI identifier oai:identifier

oai:MARS:1920/3156