Public diplomacy and global business
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
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited