The rise of corporate activism: a double-edged sword for multinational corporations

Jolović, Ivana and Jolović, Nevena (2021) The rise of corporate activism: a double-edged sword for multinational corporations. In: 7th International Scientific Conference "Corporation as a Contested Agency",. Faculty of Technical Sciences, Novi Sad, pp. 58-78. ISBN 978-86-6022-394-6

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Abstract

It seems that multinational corporations in the “VUCA era” have moved quite rapidly from a state of “apathy” to a state of “activism” when it comes to socio-political and environmental issues. Their leaders are increasingly expected to express views on climate change, gender equality, political trends, and similar topics that, mostly, are not necessarily related to their core business operations, and the silence - that in certain cases may be the only response - often causes more complex, multiple, and unforeseeable negative consequences for corporations than any stated attitude. Therefore, corporations’ decision-makers are expected to be intelligent and insightful enough, as well as to react quickly. The aim of the research is to examine the controversial two-sidedness of corporate activism as an emerging phenomenon. The subject of the research refers to the analysis of (in)direct business effects caused by socio-political and environmental statements and public appearances of corporations and/or their CEOs. The result of the research is reflected in the presentation of the potential impacts of such activities on the performance and reputation of corporate brands; in a review of corporations’ employees and consumers consequent behavior; and in the analysis of the relations of corporate activism with BA, CSR, and CPA as similar but independent phenomena.

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