Examining communication patterns of multinational corporations during the 2008 summer Olympic games in Beijing

Abstract

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] By using the contingency theory as the theoretical framework, this study examines the communication patterns of multinational corporations with both the Chinese government and consumers on a regular basis and during the Beijing 2008 Olympic Games. With analyses of an email survey data (n = 53) of business executives working for the multinational corporations in China, the research found that the communication practice of the multinational corporations was more evident during the Beijing 2008 Olympic Games, as they increased communication with the Chinese media, governmental agencies, and consumers. The findings suggest that in today's globalization, the multinational corporations understand the importance of the economic, cultural, and communicative aspects of the overall environment in which their business operations are run. The results suggest that the contingency theory was useful in not only examining communication practice of the multinationals, but also better understanding the corporations' communication approaches to both the government and the public in a social setting that is different than that in the United States.