Corporate Diplomacy. Meliá Hotels case study.
DOI:
https://doi.org/10.5944/eeii.vol.5.n.9.2018.22971Keywords:
corporate diplomacy, corporate communication, globalization, institutional relations, CSR, corporate reputationAbstract
Diplomacy is based on this concept, as a tool that contributes to managing relationships as well as communication, corporate image and the reputation of a company, institution or organization. Internationalization and globalization advises that corporate communication should add, in its institutional relations, everything that diplomacy can provide.
This article focuses on the concept and application of "corporate diplomacy" to companies and institutions, and on the corporate diplomats and their competencies. We also propose a case study on the Meliá Hotels International chain, a pioneer in creating an Institutional and Corporate Diplomacy (CD) Cabinet.
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