Corporate stewardship in public relations here and lÁ and/e aqui and there
Kloss, Martina Vanisse
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This thesis examines the application of stewardship strategies on multinational corporations’ websites of the 23 Fortune and 22 Exame largest-revenue-earning companies conducting business in both the U.S. and Brazil. An extension of Waters’ (2011) study, this analysis further explores whether home and host countries’ corporate websites employ those strategies differently because of cultural differences. An overall question this study asks is: given top corporations’ apparent interests in global expansion, are they becoming more culturally sensitive in their online stewardship strategies to engage target stakeholders? While mixed, results suggest the answer to this question leans toward no. Common practices of stewardship strategies were found among U.S. and Brazil corporate websites, demonstrating that online organization-public relationship cultivation does not seek to distinguish cultural aspects, but rather to overlook them.