Corporate Political Activism and Reputation Risks: The Starbucks Case Via Media Exposures

Öz

Corporate political activism (CPA) could be defined as a business’ stance towards political issues which are of particular interest to a part or majority of the public, and actions they take in this context. When compared with ordinary corporate social responsibility activities, CPA activities, due to the subjects focused, pose risk of reputation loss for businesses that implement them. The reformed business-community dynamics that were shaped by the changing consumer expectations and increasing impact of businesses, forces said businesses to conduct a more thorough decision making process. In this research that handles the Starbucks Race Together campaign, which is originated from the racial unrest in the United States of America and resulted in corporate reputation loss, it is aimed to thoroughly investigate the reasons behind said reputation loss. The findings that were acquired through media exposures show that “lack of sincerity of the campaign”, “business-cause incompatibility and problems regarding the applicability of the campaign”, and “aim-application incompatibility of the campaign” play a crucial role in the reputation loss of a business. Despite the risks it brings about regarding reputation, it is not possible to deem CPA activities as utterly harmful or useless. The findings from the Starbucks Race Together campaign provide essential implications for businesses that would like to participate in advocacy of social problems.

Anahtar Kelimeler

• Corporate Political Activism
• Corporate Social Responsibility
• Reputation Management
• Corporate Credibility
• Management Communication

Kurumsal Politik Aktivizm ve İtibar Riskleri: Medya Yansımalarıyla Starbucks Örneği

Öz

Kurumsal politik aktivizm (KPA), toplumun çoğunluğu veya bir kısmını yakından ilgilendiren politik konulara yönelik olarak işletmelerin tutum belirlemesi ve bu doğrultuda faaliyetler gerçekleştirmesi olarak tanımlanabilir. Alışılagelmiş kurumsal sosyal sorumluluk faaliyetlerine kıyasla KPA faaliyetleri, odağına aldığı meselelere bağlı olarak işletmeler için itibar risklerini de beraberinde getirmektedir. Değişen tüketici beklentileri ve işletmelerin etki alanlarının genişlemesine bağlı olarak yeniden şekillenen toplum-işletme ilişkisi dinamikleri, işletmeleri bu faaliyetleri hayata geçirmeden önce daha itinalı karar verme süreci gözetmeye zorlamaktadır. İşletme itibarına ilişkin olumsuz sonuçlanmış bir KPA örneği olarak Starbucks’ın Amerika Birleşik Devletleri’nde yaşanan ırksal gerilimden yola çıkarak hazırladığı Race Together kampanyasını ele alan bu çalışmada, itibar kaybına sebebiyet veren unsurların derinlemesine incelenmesi amaçlanmıştır. Medya yansımaları incelenerek elde edilen bulgular; “kampanyadaki samimiyet eksikliği”, “işletme değerleriyle tutarsızlık”, “işletme-dava uyumsuzluğu ve kampanya fikrinin uygulanabilirliğine dair problemler” ve “kampanya amaç ve uygulama uyumsuzluğu” gerekçelerinin itibar kaybında önemli rol oynadığını göstermektedir. Beraberinde getirdiği tüm itibar risklerine karşın, KPA faaliyetlerini bütünüyle zararlı veya yararsız faaliyetler olarak değerlendirmek mümkün değildir. Starbucks Race Together kampanyasından yola çıkarak ortaya konmuş olan araştırma bulguları, toplumsal sorunların çözümünde rol üstlenmek isteyen işletmelere kampanya tasarımı ve yönetim iletişimi adına dikkat edilmesi gereken unsurlara ilişkin önemli çıkarımlar sunmaktadır.

Anahtar Kelimeler

• Kurumsal Politik Aktivizm
• Kurumsal Sosyal Sorumluluk
• İtibar Yönetimi
• Kurumsal Güvenilirlik
• Yönetim İletişimi

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