The traditional issue selling process refers to strategic actions taken at a subsidiary in order to gain attention from the HQ. This study aims to broaden the theories on issue selling to also cover internal issue selling, which refers to the individual level of issue selling within a subsidiary. Further is attention and initiative taking worth investigating when studying issue selling, whereas these underlying constructs of issue selling are highlighted in the paper. For this specific study we have performed a case study with L’Oréal Sweden to investigate how the individuals are selling issues within the subsidiary. This micro-level focus of the issue selling process have the potential to contribute to an understanding of the process and the underlying constructs of issue selling on a macro perspective. The findings of this study indicate a tendency that issue selling exists on a subsidiary level. Thereby it could be argued that ideas and initiatives raised by the individuals within a subsidiary have the potential to generate in strategic and organizational improvements on a macro perspective for the MNC.

Attention of top managers has an impact on future direction of an organization according to the attention-based view of the firm. In the context of multinational corporations, headquarters’ attention is likely to influence the actions and behavior of subsidiaries. Thus, in the thesis, I respond to calls for more research on this topic: enhancing the understanding about how a subsidiary’s perception of headquarters’ attention relates to its choice of communication moves when sharing business ideas with headquarters (also known as subsidiary voice). In recent research, subsidiary voice is viewed as a bottom-up tool for subsidiaries to attract headquarters’ attention to issues that they consider important for their local units and the entire organization. In line with the research purpose, the data were collected at the subsidiary level through a combination of both, survey and interviews. The findings based on empirical data point out that a subsidiary’s perception of headquarters’ attention engagement has a positive impact on its voice. This means that subsidiaries not having regular interaction with headquarters are unable to select communication moves that can attract headquarters’ attention and hence encounter challenges in adopting an initiative-taking approach to gain influence or a central position in the organization. As a result, contrary to the claims put forth in recent research, the thesis findings highlight that subsidiary voice alone is not enough to attract headquarters’ attention. Instead, subsidiaries can only use their voice when they have power (also called weight) to influence headquarters’ attention and decisions. This gives rise to an unequal playing field because subsidiaries that lack considerable weight are unable to contribute to strategy formulation and future planning done by the headquarters, with regard to their own units and the organization in general. On the contrary, subsidiaries with a considerable weight experience a high degree of attention engagement from the headquarters and thus find it easier to attract headquarters’ attention for their business ideas.

Building on the logic of issue selling, my dissertation explores the micro-processes of shareholder social activism through which shareholders interact with targeted firms and also addresses which micro-processes could affect the effectiveness and the success of shareholder social activism. To do this, my dissertation develops a theory with respect to the approaches of linguistically framing the contents of and of presenting shareholder social activism. Based on a qualitative (descriptive) analysis on 1,612 shareholder social proposals, my dissertation identifies six packaging strategies that are used by the proponents to linguistically frame the contents of their proposals and two selling strategies used by the proponents to present their proposals. Subsequently, a quantitative analysis demonstrates that the effectiveness of shareholder social proposals would be largely determined by the joint effects of opportunity framing, threat framing, coalition building, and repeated submitting and that other packaging strategies would have little unique contribution to the effectiveness and the success of shareholder social activism. I argue that my dissertation would make contributions to the understanding of shareholder social activism and also offer some theoretical considerations for future studies on issue selling, although my dissertation might not directly contribute to the body of work of issue selling. / Ph. D.

This study explored the personal and situational factors that contribute to a high school principal's willingness to sell the issue of objectionable team nicknames to their school division administration for the purposes of banning them. Based on the literature review, nine hypotheses were developed regarding the factors that influence the issue-selling process in a centralized, hierarchical organization. The issue-selling model utilized in this study suggested that organizational support, top management openness, organizational norms, probability of success, and image risk would be determinants of willingness to sell the issue (Mullen, 2005). This study utilized a mixed-method research design. Personal interviews were conducted with retired and current high school principals that had dealt with the objectionable team nicknames during their careers. In addition, questionnaires were electronically sent to 311 current high school principals. Ordinary least squares regression identified perceived probability of success and image risk to be the factors that have the most statistical impact on a high school principal's willingness to sell the objectionable team nickname to their superior. Logistic regression was used to determine the likelihood that an emotional issue would be brought forth. This study provides recommendations concerning issue selling in a public school system.