دانلود مقاله ISI انگلیسی شماره 46541
عنوان فارسی مقاله

اوج تعادل: یک مدل تصمیم گیری برای محلی سازی در سازمان های جهانی روابط عمومی

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
46541 2015 10 صفحه PDF سفارش دهید 7500 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Tipping the balance: A decision-making model for localization in global public relations agencies
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Public Relations Review, Volume 41, Issue 3, September 2015, Pages 335–344

کلمات کلیدی
روابط عمومی جهانی - بومی سازی - ارتباط با سازمان روابط عمومی - شرکت چند ملیتی
پیش نمایش مقاله
پیش نمایش مقاله اوج تعادل: یک مدل تصمیم گیری برای محلی سازی در سازمان های جهانی روابط عمومی

چکیده انگلیسی

Global public relations scholarship has conceptualized standardization and localization as two ends of a continuum that need to be balanced to achieve organizational efficiency and public relations effectiveness. However, organizations with operations in more than one country are confronted with differences in geography, culture, politics, economy, communication, and demands for transparency that make finding an appropriate balance difficult. This study defines and documents the criteria used by global public relations agencies in consulting with MNCs to determine whether and how to localize strategies and tactics in host countries. Specifically, in-depth interviews of 25 senior-level public relations professionals at the leading global agencies were conducted to understand their views about the localization process. Responses from these interviews were used to develop a five-step decision-making model for localization. This model demonstrates the process that global agencies use to consult with MNCs about localization. The five steps encompass evaluations of the need to localize, the ability of MNCs to localize, the extent to which MNCs should localize, the tactics that could be localized, and the metrics to evaluate the success of localization efforts.

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