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Public diplomacy and global business

Jay Wang (Teaches marketing communication and international communication in the Department of Communication, Purdue University. Before joining Purdue, he was a senior communications specialist at McKinsey & Company. His major publications include Becoming Global, Becoming Local: Foreign Advertising in China (Iowa State University Press, 2000), and articles in the Journal of Communication, Journal of Broadcast & Electronic Media, Public Relations Review, Corporate Communication, International Journal of Advertising, Place Branding, Asian Journal of Communication, and Gazette.)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 May 2006

3241

Abstract

Purpose

The purpose of the article is to set the broader conceptual context for the exploration of the role of business in public diplomacy in this special issue of the Journal of Business Strategy.

Design/methodology/approach

This article reviews the development of the public diplomacy concept, and point out its current gaps in light of the profound transformation in the global society. The article then discusses the linkage and relevance to the business community.

Findings

The article highlights that public diplomacy is not a unitary but a multi‐dimensional concept, and argues for selective engagement by the private sector, that is not only desirable but also feasible. The value propositions global business can bring to the process include a global world‐view, managerial practice, and communication competence and other resources. It also explains areas of public diplomacy that they may play a part in.

Originality/value

This paper provides the theoretical grounding for businesses' involvement in public diplomacy.

Keywords

Citation

Wang, J. (2006), "Public diplomacy and global business", Journal of Business Strategy, Vol. 27 No. 3, pp. 41-49. https://doi.org/10.1108/02756660610663826

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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