KÜRESEL ŞİRKETLERDE YENİ BİR YETKİNLİK ALANI OLARAK İŞLETME DİPLOMASİSİ YÖNETİMİ: SHELL, MAMPF FOODS VE COCA-COLA VAKALARI

Abstract

Küreselleşme ve ulaşım-bilgi iletişim teknolojileri alanında yaşanan başdöndürücü gelişmeler ve özellikle internet; küresel şirketlerle beraber ulusaşırı alanda aktif olarak çalışan devlet dışı kuruluşlar (NGO) ile devlet temsilcileri veya aktörleri arasındaki iş süreçleri ve güç ilişkisini önemli derecede değiştirmiştir. Böylelikle günümüzün küresel şirketleri, birbiri ile bağdaşmayan ve birbirinden farklı paydaşlardan gelen pek çok taleple karşı karşıya kalmışlardır. Özellikle son on yılda sivil toplum örgütleri küresel şirketler üzerinde, sosyal ve ekolojik alanlarda artarak devam eden bir baskı oluşturmuştur. Böylesi mücadelelerle karşılaşan küresel şirketler, birbirinden farklı istekleri bağdaştırmak amacıyla pek çok yöneticisinin önceden eğitimine sahip olmadığı işletme diplomasisi yetkinliklerine gereksinim duymuşlardır

Keywords

• İşletme diplomasisi, küresel şirketler, sivil toplum

BUSINESS DIPLOMACY MANAGEMENT AS A NEW COMPETENCY SPHERE IN THE GLOBAL COMPANIES: SHELL, MAMPF FOODS AND COCA-COLA CASES

Abstract

The improvements that have the dizzing speed in the field of globalization, transportation-information technologies and the internet especially has changed greatly the business processes and the power relationship between global companies, transnationally active NGOs (TNGO) and state actors. In this way global companies of today have faced many demands from different stakeholders, which are incongruous. Over the last decade, civil society organizations have exerted increasing pressure on global companies, especially in the social and ecological spheres. Global companies which face such challenges thus have required business diplomacy competencies in which most managers have no training in order to reconcile these different demands. In this study it was revealed how the importance of business diplomacy for global companies, what the successful and unsuccessful business diplomacy behaviors in the axis of the three important cases. As a consequence, it was evaluated the effects of short and long term effects on these companies

Keywords

• Business diplomacy, global companies, civil society

References

1. BOELE, R., Heike, F.& Wheeler, D. (2001) “Shell, Nigeria and Ogoni: A Study in Sustainaible Development: The Story of Shell, Nigeria and The Ogoni People-Environment, Economy, Relationships: Conflict and Prospects for Resolution”. Sustainable Development, 9, 74-86.
2. BOZKURT, Veysel, Küreselleşmenin İnsani Yüzü, Alfa Yayını, Bursa, 2000, s.18.
3. BURT, R. & Robinson, O. (1999) “Diplomacy in the Information Age” Discussion Paper, Number:58, Diplomatic Studies Programme, University of Leicester, p.17, 42-43.
4. DAĞ, Ahmet Emin, Uluslararası İlişkiler ve Diplomasi Sözlüğü, Anka Yayınları, İstanbul, Mayıs 2004, s. 146.
5. FARAZMAND, Ali, (2000), “Küreselleşme ve Kamu Yönetimi”, Mülkiye Dergisi, Cilt XXV, Sayı 229, ss.245-269.
6. FRIEDMAN, 2000:7., Thomas Friedman, “The Lexus and The Olive Tree: Understanding Globalization”, Harper Collins, 2000.
7. GERAY, Haluk, “İletişim, Bilgi Toplumu ve Küreselleşme”, Küreselleşme, (ed.), İmge Yayını, Ankara, 1997, s. 37.
8. GIDDENS, Anthony, Elimizden Kaçıp Giden Dünya: Küreselleşme Hayatımızı Nasıl Yeniden Şekillendiriyor?, Çev. Osman AKINHAY, Alfa Yayıncılık, İstanbul, 2000, s. 22-24.

9. HOFSTEDE, Geert (1991) “Cultures and Organizations: Soft ware of the Mind”, Mc Graw- Hill Book Company.
10. HOWARTH, S., (1997) A Century in Oil: The Shell Transport And Trading Company 1897-1997, Weidenfeld and Nicholson: London.
11. JOHNSON, V. & Peppas, S. (2003) “Crisis Management in Belgium: The Case of Coca Cola” Corporate Communications: An International Journal, Vol:8, Issue 1, pp.18-22.
12. KHOR, M., Globalization and the South: Some Critical Issues, Discussion Papers, No:147, UNCTAD-2000, s.3.
13. KO Now (1999) “ Coke Back in Belgium” KO Now, June 23.
14. KODAMAN, Timuçin, Ekrem Yaşar AKÇAY, “Kuruluştan Yıkılışa Kadar Osmanlı Diplomasi Tarihi ve Türkiye’ye Bıraktığı Miras”, SDÜ Fen Edebiyat Fakültesi, Sosyal Bilimler Dergisi, Aralık 2010, Sayı:22, ss.75-92.
15. LANGHORNE, Richard “History and Evolution of Diplomacy” Kubalija, Jovan: Modern Diplomacy Mediterraanean Academy of Diplomatic Studies, University of Malta, pp:147-162, 1998.
16. PIGMAN, Geoffrey Allen (2010) Contemporary Diplomacy, Polity Press, Cambridge, UK
17. POST, J.S., Preston, L. (2002) Redefining the Corporation: Stakeholder Management and Organizational Wealth Stanford, CA: Stanford Univ. Press.
18. SANER, R. & Yiu, L. (2001) “External Stakeholder Impact on Third Party Interventions in Resolving Malignant Conflicts: The Case of on Failed Third Party Intervention in Cyprus “ International Negotiation, 402-403.
19. SANER, R. & Yiu, L. (2002) “Parous Boundary and Power Politics: Contextual Constraints of Organization Development Change Projects in the United Nations and Related Intergovernmental Organizations, Gestalt Review, The Analytic Press, Hillsdale, USA, Vol. 5 No:3, pp.84-86.
20. SANER, R., YIU L., & SANDERGAARD, M.,(2000); Business Diplomacy Management: A Core Competency for Global Companies, Academy of Management Executive, Vol.14, No:1.
21. SANER, Raymond (2006 ). “Development Diplomacy By Non State Actors: An Emerging Form of Multistakeholder Diplomacy” Jovan Kurbalija and Valentin Katrandjiev (Eds.) Multistakeholder Diplomacy: Challenges and Opporttunities in. Diplo Foundation, Malta, 2006.
22. SANER, Raymond, (2008) The Expert Negotiation: 3rd Ed. Strategy, Tactics, Motivation, Behavior, Leadership. Martinus Nijhoff Publishers, Netherlands.
23. SHOLTE, Jan Aart (2000), “Globalization, Governance and Corporate Citizenship, Issue 1, 15-23.
24. SUCHMAN, M.C. (1995) “Managing Legitimacy: Strategic and Instıtutional Approaches” Academy of Management Review, 20, 571-610.
25. TUNCER, Hüner, Küresel Diplomasi, Ümit Yayıncılık, Ankara, 2006, s. 15.
26. UNCTAD, United Nations Conference Training and Development, 1998 World Investment Report: Trends and Determinants, New York, Genevan: United Nations, 41.
27. WARTICK, S. L. & Wood, D.J. (1998) International Business and Society, Oxford:Basil Blackwell.
28. WHEELER, D. (1995) “Blood on British Business Hands” New Statesman and Society, 17 November, 14-15.