A Discourse Study on the Strategies of Corporate Identity Construction Between China and the United States in the Context of Commercial and Public Welfare

——Based on Discourse-Historical Analysis (DHA) and Python

DOI

10.2991/978-94-6463-102-9_102How to use a DOI?

Keywords

Corporate Social Responsibility; Identity Construction; Cross-cultural comparison; GLOBE cultural dimension model; Discourse-Historical Analysis

Abstract

The organizational identity construction of enterprises in commercial and public welfare scenarios affects their reputation, image, and commercial performance. The identity construction strategy of cross-cultural enterprises in two scenarios has become a key factor affecting the international image of enterprises in social responsibility. Using Discourse-Historical Analysis, this paper takes the recruitment announcements and donation statements of HUAWEI and Apple as the corpus to investigate the different identity construction strategies of Chinese and American enterprises in commercial and public welfare scenarios, and uncovers the cross-cultural differences behind different strategies based on the GLOBE (GLOBE Leadership and Organizational Behavior Effectiveness) cultural dimension model. The findings are as follows: (1) HUAWEI, a Chinese enterprise, emphasizes more on team building in the commercial recruitment scenario, constructs an enterprise identity that values collective interests, and builds an enterprise identity that values the overall interests of the society and has feelings of family and country in the charitable donation scenario; (2) Apple, an American enterprise, emphasizes the result-orientation of talent evaluation in the commercial recruitment scenario, advocates multiple values, and constructs a more inclusive corporate identity, and constructs a corporate identity that gives priority to individual interests and pays attention to individual values in the charitable donation scenario.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zizhen Geng
AU  - Xiaoyan Li
AU  - Sisi Ning
PY  - 2022
DA  - 2022/12/29
TI  - A Discourse Study on the Strategies of Corporate Identity Construction Between China and the United States in the Context of Commercial and Public Welfare
BT  - Proceedings of the 2022 2nd International Conference on Business Administration and Data Science (BADS 2022)
PB  - Atlantis Press
SP  - 978
EP  - 987
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-102-9_102
DO  - 10.2991/978-94-6463-102-9_102
ID  - Geng2022
ER  -