While the European-owned information technology multinationals, as represented in the IT Roundtable, exerted a preponderant influence on the development, approval and implementation of ESPRIT in the early and mid-1980s; by the early 1990s, they appeared unable to translate their policy preferences into policy outcomes.' This thesis seeks to establish whether or not these companies lost some of their influence over the European Community and, if so, why. It argues that the IT Roundtable members' corporate diplomacy was less effective in the late 1980s and early 1990s than it was in the early and mid-1980s, for the following three reasons. First, the effectiveness of the IT Roundtable as a channel of political activity was undermined by its declining representativeness, following the structural changes taking place in the industry; by its lack of internal coherence caused by the diverging interests of its members; and by the perception that the Roundtable was suitable for articulating preferences in the area of R&TD but inappropriate for voicing broader preferences on industrial policy. Second, doubts about the necessity of an indigenous IT capability depreciated the perceived value of the asset which conferred political weight on the Roundtable companies: their capability to supply economically and militarily strategic technologies and products. While the realization of short-term economic objectives became more important - even amongst those governments paying lip-service to the necessity of an indigenous IT capability - public investments into the Roundtable companies, ridden by crisis, were not perceived as yielding "value for money", particularly in terms of employment and social and economic cohesion. Third, the EC's ability to realize the IT Roundtable's policy preferences was hampered by the lack of consensus amongst the national governments; the latter's insistence on subsidiarity, national solutions and juste retour; their resistance to spending money, and the fragmentation of the EC's decision-making structure. The EC's ability to supply the policies requested was further hampered by the increasingly globalized nature of the IT industry, and the EC's limited economic leverage over Japan and the US in international negotiations on IT.

O ambiente dos negócios causa influência nas corporações. Entender e se antecipar a eventuais problemas e oportunidades que possam surgir do ambiente complexo no qual elas estão inseridas exige competências de alguns profissionais. Trabalhando em prol da boa reputação, da atração de investimento e da inserção internacional da organização que representam estão os diplomatas corporativos ou diplomatas empresariais. De acordo com esta pesquisa, eles são uma ferramenta que auxilia na estratégia da empresa. O estudo de caso foi realizado no Grupo fullDigi de comunicação digital. Investigando essa instituição, foi possível mapear características da diplomacia corporativa. Conjuntamente, um estudo descritivo e exploratório responde à pergunta que norteia esta dissertação: qual o papel da Diplomacia Corporativa nos negócios internacionais? Por meio da análise ambiental e da teoria dos stakeholders, detectou-se os fatores que devem ser levados em consideração na diplomacia das empresas. O referencial teórico sobre estrutura organizacional ajuda a identificar os níveis hierárquicos desses executivos, bem como suas relações e comunicação com os ambientes interno e externo. Também explicam-se os novos papeis da diplomacia - que vem se redefinindo para acompanhar a complexidade das novas relações entre países, governos e empresas -, além das teorias sobre internacionalização de empresas e advocacy, atividades que necessitam da atuação de tais profissionais. Como método de pesquisa adotou-se a abordagem qualitativa e a coleta de dados baseada em entrevistas com executivos da fullDigi, com especialistas em Diplomacia Corporativa e ainda com membros de associações profissionais e comerciais, além da coleta de dados secundários. A proposição teórica foi utilizada para a análise dos dados coletados. Dentre os principais resultados da pesquisa, foi observado que a oportunidade ou a necessidade de buscar por mercados internacionais, que a atuação em um ambiente muito regulado ou em um setor novo ou em constante mudança e que a preocupação com a imagem, com a reputação da empresa e com os stakeholders, são alguns dos papeis da Diplomacia Corporativa. / The business environment influences corporations. Understand and anticipate possible problems and opportunities that may arise from the complex environment in which they operate requires competencies of some professionals. Acting for the good reputation, for the investment attraction and for the international insertion of the organization they represent, there are the corporate diplomats. According to this research, they are a tool that helps with the company\'s strategy. The case study was conducted in fullDigi Group of digital communication. By investigating this institution, it was possible to map characteristics of the corporate diplomacy. Along with, a descriptive and exploratory study answers the question that guides this dissertation: What is the role of the corporate diplomacy in the international business? Through environmental analysis and the theory of stakeholders, it was found the factors that must be taken into account in the diplomacy of the companies. The theoretical framework of organizational structure helps to identify hierarchical levels of these executives as well as their relationships and communication with the internal and external environments. The new roles of diplomacy - that has been redefining to accompany the complexity of the new relations between countries, governments and companies - are also explained in addition to the theories of internationalization of companies and advocacy, activities that require the performance of these professionals. As a research method, the qualitative approach was adopted and the data were collected based on interviews with fullDigi executives, with corporate diplomacy experts and with members of professional and trade associations, as well as secondary data collection. The theoretical proposition was used for data analysis. Among the key findings of the survey, it was observed that the opportunity or the need to seek for international markets, the operation in a much-regulated environment or in a new or constantly changing sector, or the concern with the image and the reputation of the company and its stakeholders, are some of the roles of the Corporate Diplomacy.

Submitted by Hans Kristian Hedetoft (hhedetoft@hotmail.com) on 2015-01-07T19:50:52Z No. of bitstreams: 1 Master Thesis MPGI - HEDETOFT.pdf: 268173 bytes, checksum: e132ed883d22ecb23dce7f8df33d6e83 (MD5) / Approved for entry into archive by Luana Rodrigues (luana.rodrigues@fgv.br) on 2015-01-07T20:06:30Z (GMT) No. of bitstreams: 1 Master Thesis MPGI - HEDETOFT.pdf: 268173 bytes, checksum: e132ed883d22ecb23dce7f8df33d6e83 (MD5) / Made available in DSpace on 2015-01-07T20:09:48Z (GMT). No. of bitstreams: 1 Master Thesis MPGI - HEDETOFT.pdf: 268173 bytes, checksum: e132ed883d22ecb23dce7f8df33d6e83 (MD5) Previous issue date: 2014 / Durante as últimas três décadas, a globalização tem empurrado empresas em direção a internacionalização, e consequentemente essas mesmas corporações tem se tornada instituições independentes parecidas com estados. Estes 'estados independentes' precisam de estratégias internacionais coerentes e relações diplomáticas com funcionários da administração pública a fim de acompanhar as demandas desses mercados, criar estratégias para minimizar riscos, e ganhar legitimidade. O objetivo desta dissertação foi explorer a complexa relação entre o Grupo Maersk e o governo brasileiro e outros atores involvidos no Mercado de olio e gas controllado pelo estado. Afim de compreender o processo de diplomacia corporativa da empresa ,entrevistas semi-estruturadas foram realizadas com os indivíduos presentes na cadeia da diplomacia corporativa da empresa . A descoberta revelou a importância de diplomacia corporativa para a Maersk. Relações diplomáticas pessoais forjadas com entidades representativas e brasileiras são a chave para a Maersk impulsionar seus objetivos. Também mostra a importância das missão diplomáticas dinamarquesa ajudando a empresa a ter acesso a autoridades governamentais. / During the last three decades, globalization has intensively pushed companies towards internationalization, and therefore these corporations have become more independent state-like institutions. And as 'independent states', they must have a coherent international strategies and diplomatic relations with other foreign official government in order to accompany these business demands, create risk-mitigating strategies, and gain legitimacy. The aim of this paper was to explore the complex relationship between Maersk Group and the Brazilian Governments and stakeholders involved in the state-controlled oil & gas market. In order to understand the process of corporate diplomacy of the company, semi-structured interviews were carried out with individuals present in the chain of corporate diplomacy of the company. The finding revealed the importance of corporate diplomacy for Maersk. Personal diplomatic ties forged with Maersk’s representatives and Brazilian and Danish authorities are key to boost their objectives. It also shows the importance of the Danish diplomatic mission helping the company to gain access to government authorities.

O ambiente dos negócios causa influência nas corporações. Entender e se antecipar a eventuais problemas e oportunidades que possam surgir do ambiente complexo no qual elas estão inseridas exige competências de alguns profissionais. Trabalhando em prol da boa reputação, da atração de investimento e da inserção internacional da organização que representam estão os diplomatas corporativos ou diplomatas empresariais. De acordo com esta pesquisa, eles são uma ferramenta que auxilia na estratégia da empresa. O estudo de caso foi realizado no Grupo fullDigi de comunicação digital. Investigando essa instituição, foi possível mapear características da diplomacia corporativa. Conjuntamente, um estudo descritivo e exploratório responde à pergunta que norteia esta dissertação: qual o papel da Diplomacia Corporativa nos negócios internacionais? Por meio da análise ambiental e da teoria dos stakeholders, detectou-se os fatores que devem ser levados em consideração na diplomacia das empresas. O referencial teórico sobre estrutura organizacional ajuda a identificar os níveis hierárquicos desses executivos, bem como suas relações e comunicação com os ambientes interno e externo. Também explicam-se os novos papeis da diplomacia - que vem se redefinindo para acompanhar a complexidade das novas relações entre países, governos e empresas -, além das teorias sobre internacionalização de empresas e advocacy, atividades que necessitam da atuação de tais profissionais. Como método de pesquisa adotou-se a abordagem qualitativa e a coleta de dados baseada em entrevistas com executivos da fullDigi, com especialistas em Diplomacia Corporativa e ainda com membros de associações profissionais e comerciais, além da coleta de dados secundários. A proposição teórica foi utilizada para a análise dos dados coletados. Dentre os principais resultados da pesquisa, foi observado que a oportunidade ou a necessidade de buscar por mercados internacionais, que a atuação em um ambiente muito regulado ou em um setor novo ou em constante mudança e que a preocupação com a imagem, com a reputação da empresa e com os stakeholders, são alguns dos papeis da Diplomacia Corporativa. / The business environment influences corporations. Understand and anticipate possible problems and opportunities that may arise from the complex environment in which they operate requires competencies of some professionals. Acting for the good reputation, for the investment attraction and for the international insertion of the organization they represent, there are the corporate diplomats. According to this research, they are a tool that helps with the company\'s strategy. The case study was conducted in fullDigi Group of digital communication. By investigating this institution, it was possible to map characteristics of the corporate diplomacy. Along with, a descriptive and exploratory study answers the question that guides this dissertation: What is the role of the corporate diplomacy in the international business? Through environmental analysis and the theory of stakeholders, it was found the factors that must be taken into account in the diplomacy of the companies. The theoretical framework of organizational structure helps to identify hierarchical levels of these executives as well as their relationships and communication with the internal and external environments. The new roles of diplomacy - that has been redefining to accompany the complexity of the new relations between countries, governments and companies - are also explained in addition to the theories of internationalization of companies and advocacy, activities that require the performance of these professionals. As a research method, the qualitative approach was adopted and the data were collected based on interviews with fullDigi executives, with corporate diplomacy experts and with members of professional and trade associations, as well as secondary data collection. The theoretical proposition was used for data analysis. Among the key findings of the survey, it was observed that the opportunity or the need to seek for international markets, the operation in a much-regulated environment or in a new or constantly changing sector, or the concern with the image and the reputation of the company and its stakeholders, are some of the roles of the Corporate Diplomacy.

The significant role of multinational corporations (MNCs) in the international political economy necessitates innovative ways to study their activities and relationships with states. This study, therefore, analyses the foreign policy of the South African government in Africa during President Thabo Mbeki’s administration – 1999 to 2008 – juxtaposed with the corporate diplomatic strategies of selected retail MNCs. The MNCs – Shoprite Holdings Limited, Massmart Holdings Limited, Woolworths Holdings Limited and Pick n Pay Holdings Limited – are treated as actors. The study uncovers the nature and extent of coalescences and divergences of strategies between the government and the MNCs. It also finds divergences between government’s policy pronouncements and interests. For example, the government’s plan to craft a code of good business practice is found to be in conflicts with its support for multilateralism. The study lays the basis for a new model to study diplomatic strategies of firms and governments. / Political Sciences / M.A. (International Politics)

The significant role of multinational corporations (MNCs) in the international political economy necessitates innovative ways to study their activities and relationships with states. This study, therefore, analyses the foreign policy of the South African government in Africa during President Thabo Mbeki’s administration – 1999 to 2008 juxtaposed with the corporate diplomatic strategies of selected retail MNCs. The MNCs – Shoprite Holdings Limited, Massmart Holdings Limited, Woolworths Holdings Limited and Pick n Pay Holdings Limited – are treated as actors. The study uncovers the nature and extent of coalescences and divergences of strategies between the government and the MNCs. It also finds divergences between government’s policy pronouncements and interests. For example, the government’s plan to craft a code of good business practice is found to be in conflicts with its support for multilateralism. The study lays the basis for a new model to study diplomatic strategies of firms and governments. / Political Sciences / M. A. (International Politics)

This thesis presents a case study of Microsoft Corporation’s Partners in Learning (PiL) program, an example of transnational policy authority in education, with two embedded case studies of PiL in Jordan and South Africa. The constructivist and rationalist approaches highlight the changing nature of governance through the cultural and strategic shifts that led to Microsoft’s policy role in education. Microsoft’s strategic profit interests and its corporate-social-responsibility aspiration to play a policy role in education influenced its educational footprint. From a top-down perspective, Microsoft used supranational forms of power by implementing its global PiL blueprint through similar PiL programs worldwide. From a bottom-up perspective, Microsoft used “localization practices” by engaging different subnational agents and used different strategies to gain footholds in two very different political and policy contexts. Microsoft’s top-down and bottom-up approaches link the supranational policy arena to the subnational or subgovernmental. Microsoft’s economic power and strategic engagement gave it entry into education. It gained expert authority from its extensive history and experience in education. Its expert authority was experessed through strategic relationship building through diplomacy and partnerships, policy networks, and the sharing of best practices. The company was however not able to claim absolute legitimacy because of resistance in both countries. This thesis highlights that at the governmental level, sovereignty does not disappear when transnational corporations become involved in education at the national level. Instead, nation- states become strategic sites for the restructuring of global policy roles. The Jordanian government became a public facilitator, by working with Microsoft to implement a stand-alone PiL program. The South African government became a public integrator, by implementing the PiL program within government policies and programs. Power was also redistributed within both countries, moving away from government education officials towards the monarchy in Jordan and the presidency in South Africa. The findings of the study highlight the need for corporations engaged in public education to be governed within instituted accountability measures, for appropriate partnership frameworks, and for governance tools that can both effectively engage companies in education and ensure that they work within common goals and values set out by international education organizations.

This thesis presents a case study of Microsoft Corporation’s Partners in Learning (PiL) program, an example of transnational policy authority in education, with two embedded case studies of PiL in Jordan and South Africa. The constructivist and rationalist approaches highlight the changing nature of governance through the cultural and strategic shifts that led to Microsoft’s policy role in education. Microsoft’s strategic profit interests and its corporate-social-responsibility aspiration to play a policy role in education influenced its educational footprint. From a top-down perspective, Microsoft used supranational forms of power by implementing its global PiL blueprint through similar PiL programs worldwide. From a bottom-up perspective, Microsoft used “localization practices” by engaging different subnational agents and used different strategies to gain footholds in two very different political and policy contexts. Microsoft’s top-down and bottom-up approaches link the supranational policy arena to the subnational or subgovernmental. Microsoft’s economic power and strategic engagement gave it entry into education. It gained expert authority from its extensive history and experience in education. Its expert authority was experessed through strategic relationship building through diplomacy and partnerships, policy networks, and the sharing of best practices. The company was however not able to claim absolute legitimacy because of resistance in both countries. This thesis highlights that at the governmental level, sovereignty does not disappear when transnational corporations become involved in education at the national level. Instead, nation- states become strategic sites for the restructuring of global policy roles. The Jordanian government became a public facilitator, by working with Microsoft to implement a stand-alone PiL program. The South African government became a public integrator, by implementing the PiL program within government policies and programs. Power was also redistributed within both countries, moving away from government education officials towards the monarchy in Jordan and the presidency in South Africa. The findings of the study highlight the need for corporations engaged in public education to be governed within instituted accountability measures, for appropriate partnership frameworks, and for governance tools that can both effectively engage companies in education and ensure that they work within common goals and values set out by international education organizations.