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Book Battles: A Strategic Communication Analysis of Amazon.com’s Dispute with Hachette Book Group and Authors United

机译:图书之争:与Hachette图书集团和Authors United进行Amazon.com纠纷的战略传播分析

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The evolving consumer mindset as it relates to corporate social responsibility—looking into what businesses stand for rather than simply the products or services they sell—was put to the test in 2014 as e-commerce giant Amazon.com chose to engage in an aggressive contract negotiation with supplier Hachette Book Group. Within months, repercussions from the dispute had infuriated a group of 900 influential book authors who formed the grassroots activist organization “Authors United.” The dispute turned public with a war of words that played out through traditional and digital media, threatening to damage Amazon’s shining reputation and calling into question how the retail giant manages and prioritizes its web of stakeholder relationships. This case study reviews and analyzes the nearly year-long conflict from a stakeholder theory and stakeholder prioritization perspective. This case offers important implications for strategic communication students and professionals, suggesting consumers may not be as moved by socially irresponsible corporate behavior as often believed.
机译:2014年,随着电子商务巨头Amazon.com选择签订激进的合同,与企业社会责任相关的不断演变的消费者心态受到了考验,不仅关注企业代表什么,而不仅仅是销售的产品或服务。与供应商Hachette Book Group进行谈判。几个月后,这场纠纷引起了900位有影响力的书作家的愤怒,他们组成了基层激进组织“ Authors United”。这场纠纷在传统媒体和数字媒体上爆发了口水战,威胁要损害亚马逊的光荣声誉,并质疑这家零售巨头如何管理利益相关方关系网络并确定其优先级。本案例研究从利益相关者理论和利益相关者优先次序的角度回顾并分析了近一年的冲突。这种情况对战略交流的学生和专业人士而言具有重要意义,表明消费者可能不会像通常认为的那样对社会上不负责任的公司行为所感动。

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