International Business Diplomacy: Volume 18

Multinational corporations (MNCs) are experiencing a number of major challenges in the international business arena. Can business diplomacy help them to deal with these challenges effectively? In this introductory chapter we conceptualize and identify the relationship between MNCs’ international business diplomatic activities and firm performance.

We conducted a literature review and interviews with five large MNCs that are operating in distinctive industries. Business diplomatic activities have been classified into three particular areas to support the analysis, namely: (1) MNC–Non-Governmental Organization (NGO) relations, (2) MNC–Host Government relations, and (3) MNC–Local Community relations.

The main findings suggest that international business diplomacy has a direct positive effect on firm performance with regard to so-called soft or nonfinancial indicators. These indicators include knowledge sharing, reputation, company image, and marketing possibilities. The effect can in turn lead to a better financial performance and market stance in the long run.

The results of this study are important for the future awareness and execution of business diplomacy in large MNCs.

Faced with global concerns about increasing vulnerability of the global system and its sustainability, private companies are asked and encouraged to contribute to the implementation of the 2030 Agenda for Sustainable Development Goals (SDGs) through multi-sectoral partnerships. Implementing the SDGs will require coordinated and collective effort by all stakeholders to move the world forward towards a shared vision as set out in the SDG goals and targets. Business diplomats representing the interests of enterprises are crucial to ensure a mutually beneficial participation of business in the implementation of the SDGs. Propositions are made in this chapter to outline the requisite competencies needed to implement business diplomacy both at the organisational and managerial levels in the context of SDGs implementation.

The method used for this study consists of literature review, conceptual analysis and further development of organisational theory.

The SDGs in fact mean transforming all countries and actors in all spheres of human existence in an integrated and coherent manner. This transformative journey will not be incremental, but rather disruptive and demands fresh new thinking and smart system redesign. The private sector has been recognised as a leading player in this endeavour that could and should contribute to the success of SDG implementation due to its comparative excellence in process design, management know-how, control of resources and global outreach. To ensure a healthy functioning of diverse formal and informal partnerships, business diplomats will have a central role to play in safeguarding the integrity of multiple interfaces with internal and external multistakeholders. Business diplomacy shall ensure timely consultations and seek feedback from their constituent stakeholders while at the same time doing their best to get their company to contribute to the SDGs.

This is the first article published so far which describes and discusses the role and contribution of business diplomats in the context of SDG implementation.

This chapter focuses on the role played by both companies and universities on the dissemination of services and courses related to Business Diplomacy (BD). Special attention is given to the partnerships between companies and universities and to how BD is taught by universities around the world.

With an exploratory analysis technique, we have surveyed the websites of 22 companies and 20 universities and institutions, belonging to various countries, engaged in activities related to BD (i.e. services supply, courses at different stages of the academic curricula, workshops, seminars, training etc.).

The objective of the analysis was twofold: first, to give a better understanding of the concept of BD and of the various meanings associated with it; the results indicate that in both cases the practiced concept of BD is converging to the canonical set of diplomatic functions; second, to offer useful insights to practitioners in the field of BD by looking at the type of BD courses covered by the academic curricula of various universities and BD services offered by market companies.

This chapter presents a comprehensive analysis of the BD issue, going beyond its treatment as a mere auxiliary activity. It also offers a detailed overview of diplomacy’s main functions and adjuvant activities, with the purpose of advancing organisational charts’ structures inside companies, and academic syllabi offerings by universities.

The aim of this chapter is to describe and discuss the growing intersection of roles and functions between states and multinationals in the field of diplomacy and how diplomatic skills are needed to support transnational companies in their search for markets in emerging countries.

Given the rapidly changing international business environment, we can observe the emergence of business diplomacy.

Transnational enterprises face multi-stakeholder engagements in the BRICs and increasingly employ techniques and strategies similar to the repertoire of tools used by diplomats and foreign affairs departments.

This chapter provides a detailed analysis of these new developments and seeks to explore the relations between multinational corporations and states, between multinationals and other stakeholders (local authorities, traditional leaders, NGOs etc.) and between multinationals.

In this chapter we approach the issue of Business Diplomacy (BD) from a historical perspective, showing how this activity has been performed since the ancient Greece. In particular, we give a brief overview of the main BD concepts used, starting with the proxenos, the “pioneers” in the BD field, until present days.

The analysis is grounded on a theoretical approach backed by a comprehensive overview of the representative literature in the field of BD. We identify and discuss the main challenges to be faced by BD in a globalized world, dominated by multinational corporations (MNCs).

We show that BD has been practiced for centuries and nowadays is still performed by honorary consuls and chambers of commerce. In a globalized world, BD is being assimilated by MNCs either as their main activity or as an auxiliary one becoming a key tool and mindset toward securing their market reputation, positioning, and legitimacy.

Apart from the historical overview of the beginnings and evolution of the main diplomatic actors and activities, the chapter proposes new concepts and legal frameworks for the actual BD field such as: consulariate instead of consulate (devoted to business) and chancellariate instead of embassy (devoted to political affairs).

This chapter examines the ethics and business diplomacy of legal tax avoidance by multinational enterprises (MNEs).

The methodology assembles the relevant literature and examines alternative interpretations of corporate tax strategy. Key topics include business ethics and responsibility, business sustainability, economic patriotism and corporate inversions, tax havens, and possible solutions.

The debate concerns whether legal tax avoidance is unethical and/or poor business diplomacy. There are three possible strategies for MNEs. One strategy is intentional tax avoidance. Another strategy is business–government negotiation concerning tax liability. Another strategy is business diplomacy aimed at maximizing the social legitimacy of the firm across multiple national tax jurisdictions.

The chapter assesses four possible solutions for corporate tax avoidance. One solution is voluntary tax payments beyond legal obligations whether out of a sense of ethics or a strategy of business diplomacy. A second solution is international tax cooperation and tax harmonization in ways that minimize opportunities for tax avoidance. A third solution is increased stakeholder pressure emphasizing business diplomacy and tax cooperation and harmonization. The fourth solution is negotiated tax liabilities between each business and each jurisdiction.

The chapter provides an original systematic survey of the key aspects of corporate international tax avoidance in an approach in which business ethics and business diplomacy are better integrated. The value of the chapter is that it provides information and assembles relevant literature concerning corporate international tax avoidance, and addresses possible solutions for this problem.

This research seeks to understand the drivers of outward foreign direct investments (FDIs) by state-owned emerging economy firms, the characteristics of their overseas FDI projects and investment locations, and the effects of home and host institutions on the market entry strategies, taking into account the legitimacy of state ownership.

The discussion is based on a comprehensive review of conceptual and empirical literature, as well as case studies available from recognized journals in the field.

State-owned emerging economy firms pursue outward FDIs to respond to policy incentives of the home government and to reduce its political influence over the firm. FDI projects are often large and risky and have low business values. They often enter countries where state ownership is perceived as more legitimate while engaging in legitimacy-building activities in these countries. When their home country has a high level of institutional restrictions, they are less likely to use acquisitions or hold high levels of equity control in foreign subsidiaries. To strengthen local legitimacy, they often use greenfield investments or share equity control with local firms in foreign subsidiaries, particularly when the host country is endowed with strategic assets or when it has a high level of institutional restrictions. However, when having high levels of state ownership or strong political connections, they often commit a high level of resources and hold a high level of equity control in foreign subsidiaries.

The literature mostly investigates the FDI of firms that are structurally separate from the institutions. When the institutions are endogenous as presented in this research, their strategic choices are substantially influenced by noncommercial political motives and perception on their political image.

One of the reasons the science and art of business diplomacy is interesting, is because it puts the role of the nation in another, somewhat reduced, perspective. Instead of the nation, it puts a company at the focal point of an exchange of interests with NGOs and other national and international players. This is a reflection of a world that becomes ever more complicated: a truly multiactor world, implicating great global challenges for international companies.

However, changing the perspective from the nation state to that of business is not enough, no matter how multinational or big the enterprise is. To have a true perspective on the challenges diplomacy faces, it is better to add another perspective. A perspective in which the business and the multiactor aspect merge: in associations.

Here the international and diplomatic dimensions of associations are defined, a model for change is presented, and cases are discussed. Each case is discussed in terms of business diplomacy, using recent literature and definitions. Certainly not all actions by associations can be called diplomatic, but some can and these are significant.

Combining this insight and the possible impact of associations with available literature on the definition and nature of business (economic, corporate, commercial) diplomacy, a different light will be shed on the concept of business diplomacy. Perhaps it is better to speak about “multiactor diplomacy,” in which traditional, business, and other forms of diplomacy all have their place. The chapter ends with conclusions and specific recommendations.

This chapter applies the business diplomacy concept to Brazil, a leading emerging economy and a member of the BRICS group. Brazil’s emergence as a new economic power has facilitated the emergence of several large national champions whose international behavior is understudied.

The chapter presents an extensive review of secondary sources and selective use of previous survey data compiled by the author.

This chapter adds to the literature on business diplomacy and contributes empirical research on a leading emerging power. Brazil’s ambitious diplomatic agenda is matched by the country’s growing number of internationalized companies. Brazilian corporate managers need to increase their business diplomacy competency to effectively leverage their presence and legitimacy abroad.

Additional case studies will foster a more robust theory regarding business diplomacy of emerging economies.

A growing number of cases of business diplomacy in Brazil will benefit both business and diplomacy communities and facilitate greater research collaboration.

How Brazilian business diplomats navigate between the boundaries of international business, diplomacy, and foreign policy are important questions for a country concerned with its international role and its goal of becoming a key actor in the international arena. A better understanding of how business diplomacy works in Brazil together with more case studies will benefit a new generation of business leaders.

The behavior of Brazilian business elites in international affairs remains largely unexplored. This work’s original contribution is precisely in the form of its focus on Brazilian business diplomats and how business diplomacy is exercised by Brazilian companies.

In this study, we explored the behaviour of two Canadian multinational companies operating in the context of Arab Spring events in Egypt in 2011.

We conducted a fine-grained analysis of 171 documents of various secondary sources to understand the behaviour of the two firms in Egypt between 25 January 2011 and 30 June 2012.

We suggest that corporate diplomacy should be viewed as portfolios of interdependent actions rather than reactions to discrete events. We also underline the importance for organisations to have a proactive, holistic and inclusive corporate diplomacy strategy, with the objective to secure and balance both explicit political/legal licence and implicit social licence.

We intentionally focused our empirical analysis on two Canadian firms operating in the same host country and belonging to the same industry. It would be useful to carry similar research in different organisational and institutional contexts.

This chapter provides a few practical cases in the framework of selected global challenges from the experience of a practitioner – commercial diplomat that have been chosen according to the combination of relevant experience and legitimacy issues.

This empirical study has no conceptual or big theoretical ambitions. The approach of a multiple case study was chosen as it provides a high-level view of different cases and questions describing practical aspects of selected theoretical topics in the work of a commercial diplomat in the framework of the International Business. Thus the simple narrative descriptions are shown below to provide some important or interesting elements in order to yield different and practical details of Business and Commercial diplomacy which are often different from the theoretical conclusions and outcomes. Hence, some challenges have been selected and analysed as it is assumed that narrative may provide a good insight into the decision-making and into the processes of Business and Commercial diplomacy.

It covers the role of the commercial diplomacy in the EU, the challenges of limited capacities, the comparison of OECD guidelines versus EU acquis communautaire, the sustainable development in the EU and in developing countries, the impact and potential of digitalisation, some notes on the tax avoidance and the importance of public–private partnership.

This study provides practical context for some global challenges and issues from the point of view of a commercial diplomat. There is also a trial for the new definition of Commercial diplomacy and comparison of approaches of Business, Commercial and Trade diplomacy to these issues.