CORPORATE CULTURAL DIPLOMACY: DESIGN, OBJECTIVES AND EVALUATION. EVIDENCE FROM THE BEER INDUSTRY

In the last decades, the forces of globalization have redefined the world, eliminating many obstacles in the free flow of information, ideas, values, products and capital. Cultural diplomacy is a powerful tool available for globally involved companies, empowering them to actively control crucial issues regarding their supply chains, distribution processes, customer base and negotiations with stakeholders. Like regular diplomacy, corporate cultural diplomacy consists of a series of activities with impact on the long-run that need to be built carefully in order to ensure a sustainable position that will allow the company to successfully interact with a wide variety of culturally and geographically diverse stakeholders The article focuses on how corporate cultural diplomacy is being carried out in the beer industry.