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Cross-national conflict shifting : a case study of the DuPont Teflon crisis in China

著者：	Yimin Wang
出版商：	[Gainesville, Fla.] : University of Florida, 2005.
论文：	Thesis (M.A.M.C.)--University of Florida, 2005.
版本/格式：	硕士/博士论文 : 文献 : 硕士论文/博士论文 : 传记 : 州政府或者省政府刊物 : 电子图书  计算机文档 : 英语
提要：	ABSTRACT: Few previous crisis studies have focused on transnational processes, which could provide a fresh and valuable perspective for the global public relations field of study in terms of transnational crisis planning and implementation. Thus, this thesis examines and interprets a transnational crisis, the DuPont Teflon crisis, focusing on the interaction between the crisis management efforts of the involved transnational corporation and the global media coverage. This crisis originated in the United States due to the U.S. Environmental Protection Agency's action against DuPont, and then unexpectedly shifted to China and turned into an escalated domestic crisis. The purpose of this study was to (1) illustrate various challenges in crisis management posed by transnational processes, and (2) test and expand the cross-national conflict shifting (CNCS) theory. In this study, DuPont's news releases and an interview with its public affairs manager were analyzed to identify its response strategies throughout the life cycle of the Teflon crisis. In addition, a quantitative content analysis of the English and Chinese language news coverage of the Teflon crisis was conducted to test the CNCS theory and examine the media reception of DuPont's response strategies. The study found DuPont China unprepared for the crisis in terms of early signal detection and prompt initial response. DuPont subsequently implemented a series of active turnaround actions and multiple response strategies. However, the damage to the company's reputation and the Chinese Teflon market due to its response lapses in the early stage of the crisis could be hard to offset in the short term. The findings of the study indicated that DuPont employed a strategy mix mainly combining clarification, comparison, and bolstering strategies, supplemented by strategies of attack, shift blame, and praising others. These strategies were used to offer a competing narrative considering the unfavorable perceptions held by its stakeholders and redefine the alleged acts to less offensiveness. DuPont's combined strategies were found internally coherent and partially corroborated by the media coverage. The study indicated a reversed CNCS phenomenon: the conflict involving a transnational corporation shifts from a home country to a host country through international media and results in greater impact in the host country. The impact could potentially lead to repercussions in the corporation's home country. Based on the findings from testing of the hypotheses, the study suggested interpreting such a phenomenon from three perspectives: the crisis management performance of the involved transnational corporation, the level of media interest in the involved issue, and the unique and complicated social and cultural context of the involved country.  再读一些...
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