1. Planning for a Corporate Crisis Response in non-Western Environments
1. Qualitative analysis of membership survey
What are the ambitions of Open Labor’s membership?
How do these features characterise social networked movements as a product of globalisation; (Construction of meaning in a world increasingly influenced by computer mediated communication)
2. Content analysis of Open Labor’s Website
How is Open Labor representing the ambitions of its membership base (as defined above)
What are the ambitions of Open Labor’s membership?
What are the ambitions of Open Labor’s membership?
Planning for a Corporate Crisis Response in non-Western Environments
A Case Study of a Corporate Response to Pork DNA found in Halal Cadbury Chocolate
1.6 billion Muslims around the world, representing 23 per cent of people worldwide and making Islam the world's second-largest religion. Muslims are a majority in 49 countries and millions more Muslims live as minorities elsewhere.
1. Problem
5. Research Question
6. Theoretical Framework
Global Islam: The PR Challenge
Grunig’s Theory of Excellence – normative model
Generic Principles: relationship management, segmentation of publics, strategic management through two-way communication.
Specific Global applications: culture, including language, the political system, the economic system, the media system, and the level of economic development and activism
Government is a key relationship
1.6 billion Muslims around the world,
23 per cent of world’s population
Second-largest religion.
Muslims are a majority in 49 countries
7. Research Design
2. Case Study: Pork in Halal Chocolate
How did Cadbury Malaysia’s relationship with the Malaysian Government feature within its strategic communication response?
How did this relationship reflect crisis response planning adapted for a non-Western environment
qualitative,
exploratory,
single-case
Feb 2014 Halal Chocolate tests positive for Pork DNA
May 2014 Voluntary recall, Muslim backlash, product boycott
June 2014 Follow up tests negative
8. Data Collection
Data informing the company’s management of its relationship with the Malaysian Government from February to July 2014
secondary and primary sources
websites and social media pages, trade publications, media reports and blog articles.
Data organised into a timeline of events for evaluation
3. Context: The PR IR debate
Cultural relativists take on Grunig’s generic principles of excellence.
Normative theory ignores cultural heterogeneity as a central feature of modern societies
9. Data Evaluation
qualitative assessment of data will construct an overall portrait of the case within the normative frame.
Grunig’s six applications
for Global Practice
10. Outcome
4. Objective
Support a discussion about the Cadbury Malaysia case in relation to similar cases,
Contribute empirical evidence to the ongoing theoretical debate
Limitations: generalisability of findings, no interviews
How do corporations or businesses prepare for and respond to a crisis in non-Western environments with unfamiliar cultural, religious, and/or political settings?