THE FOREIGN POLICY OF GLOBAL BUSINESS
2018/2019, Semester 2
Lee Kuan Yew School of Public Policy (Lee Kuan Yew School Of Public Policy)
Modular Credits: 4
In an interconnected and interdependent world with business, governments and civil society institutions converging and collaborating on projects and solving issues, with international corporations expected to share leadership, new mindsets, new tools and new narratives are required. This course is an opportunity to learn more about public diplomacy as a conceptual tool linked to other disciplines such as public relations, public affairs, corporate responsibility, strategy, sustainability, social psychology and governance.
THE FOREIGN POLICY OF GLOBAL BUSINESS:
CREATING A NEW CADRE OF CORPORATE DIPLOMAT
Course number PP5187
LKY School of Public Policy, National University of Singapore.
Academic Year 2018/19 Semester 2 ( Jan 14-April 19).
Lecturer-Associate Professor Roger Hayes
Supported by Yuwa Hedrick-Wong ( Economist practitioner/researcher on China and the new global economic order).
This course will seek to create a new cadre of corporate diplomats, who can advise senior management of international corporations and other institutions, such as domestic government depts. And NGOs, based on their wider perspectives and holistic set of skills needed to engage with multi-cultural stakeholders in this increasingly unpredictable world.
In an interconnected and interdependent world, with business, politics and civil society communities converging and collaborating on solving global, national and local issues, international corporations are expected to show leadership, not operating simply on commercial and economic activities, but also political and social issues. Where connectivity is more and more ubiquitous and power has shifted from elites and establishments, combining statecraft and web craft to an array of stakeholders questioning traditional ways of doing things, often via social media, business and other institutions are required to face a NEW normal. Corporations have long suffered from a legitimacy crisis and post financial crash even capitalism itself is being questioned. Hence the need for a more holistic mindset and a wider set of tools, which this course will address.
You cannot KNOW any more as a leader or adviser to leaders. Your role is figuring out what is the best way to frame problems, what are the most important questions to be asked, which individuals and institutions will become involved. This requires contextual intelligence. Business Diplomacy is interdisciplinary by nature, so the course will try to ‘join the dots’ between international relations, public diplomacy, business strategy, governance, leadership, public affairs and public relations, corporate responsibility/ sustainability, culture and other skills and approaches. There is a shift from strategy, structure and systems, important as these remain to purpose, processes and people.
In order to survive and succeed today corporations need to engage stakeholders in a multi-cultural, complex context requiring NARRATIVE, NEGOTIATION, NETWORKING AND NAVIGATION( 4’N’s) skills as never before. These are what this course will explore, based upon an analysis of key concepts and learnings from different disciplines.
The course is organized in three parts: -
An introduction to the history of business diplomacy as a new and little studied field and its antecedents in public diplomacy, public affairs and public relations. We shall review concepts from these disciplines such as reputation, relationships and responsibility, culture, stakeholder primacy, soft power and propaganda, collaboration and authentic leadership among others.
Will review the main tools and processes required to operate in this fast changing and vulnerable world requiring new alliances, partnerships and cooperation within corporations, between corporations and between corporations, government and civil society. It will particularly review the FOUR N’s tools and processes.
Will focus on examples of business diplomacy in different settings, particularly
emphasizing the roles and activities of corporations in emerging countries as well as the rise of social enterprises in developed countries, plus how governments and NGOs are learning methodologies and techniques from the private sector.
To create a new cadre of corporate diplomats as well as teaching core techniques and approaches learned from business diplomacy and associated disciplines, such as public relations, public affairs and public diplomacy required for those in similar positions inside NGOs, governments and other institutions as well as international corporations.
Sessions will include a combination of lectures, seminar style discussions, case studies, group and individual presentations, (TED Talks) and a final essay. On some weeks we invite external expert guests from international corporations, government and NGOs to share their specific experiences and perspectives.
The Foreign Policy of Global Business: Navigating and Negotiating an emerging eco-system-introduction to the topic: The New IR combining competing statecraft and collaborative webcraft.
Corporate and Public Diplomacy: New Mindsets, New Tools.
Public Relations as Public Diplomacy: From Propaganda and Promotion to
Conversation and Collaboration.
What is Business Diplomacy?: A review of the interdisciplinary literature.
Public Diplomacy and Nation Branding: Involvement of Non-State Actors.
The context of business diplomacy: Concepts and themes.
Collaborative Leadership for Stakeholder Engagement. Perspective 1.
Ethics and Business Diplomacy: Perspective 2.
The Key to Corporate Sustainability: Profits with a Purpose. Perspective 3.
Case studies from around the world, including examples from student countries.
Creating a new cadre of Business or Corporate diplomats (Skills and Mindsets).
Business/Corporate diplomacy-where do we go from here? Lecture and preparation for final essay, including examples from ‘real life’ experience.
Individual presentations of final essays and group discussion.
NB Yuwa Hedrick-Wong will deliver two lectures during the course:-
The new complexity of globalization and implications for global businesses and
The challenge to global businesses and a critical review of examples of responses.
HAYES R & WATTS R, (2015)
REFRAMING THE LEADERSHIP LANDSCAPE: Creating a Culture of Collaboration
(Routledge/Gower). (For topic 7)
MACKEY J & SISODIA R 2014),
, HBR Press. (For topic 8)
GRATTON L (2014), THE KEY:
HOW TO SUCCEED BY SOLVING THE WORLD’S
, McGraw Hill Education. (For topic 9)
HENISZ W (2016) CORPORATE DIPLOMACY: BUILDING RELATIONSHIPS WITH EXTERNAL STAKEHOLDERS, Amazon. (for topics 7-9).
SLAUGHTER A.M. (2017)
THE CHESSBOARD AND THE WEB: STRATEGIES OF CONNECTION IN A NETWORKED WORLD
( Yale University).
FERGUSON N ( 2017)
THE SQUARE AND THE TOWER: NETWORKS,HIERARCHIES AND THE STRUGGLE FOR GLOBAL POWER (
SNOW N (2009)
RETHINKING PUBLIC DIPLOMACY, in SNOW N & TAYLOR P (EDS),
ROUTLEDGE HANDBOOK OF PUBLIC DIPLOMACY
, Routledge, New York/London. (Preparatory reading)
COPELAND D (2008)
PUBLIC DIPLOMACY IN A GLOBALISED WORLD
, London, FCO. (Preparatory reading)
HUDSON L (2009)
THE ENABLING STATE: COLLABORATING FOR SUCCESS
, London FCO. (Preparatory Reading)
RUEL HJM (2013)
DIPLOMACY MEANS BUSINESS
, Zwolle (NLD), Windesheim. (For
MELISSEN J (2005)
THE NEW PUBLIC DIPLOMACY: SOFT POWER IN INTERNATIONAL RELATIONS
, Palgrave Macmillan. (Preparatory reading)
KESTELEYN j, RIORDAN S & RUEL H, (2014) Introduction: Business Diplomacy,
Hague Journal of Diplomacy
, 9 303-309 (for topic 4)
Preparatory Reading means students should try and acquaint themselves
with some chapters in some of the books. This is simply to acquaint yourselves
with the breadth and depth of the topic.
BURNS W (2012) The three waves of corporate public affairs development in Asia.
Journal of Public Affairs
, 12 (1), 81-85.
PORTER M & KRAMER M (2011), Creating Shared Value,
, Jan/Feb, 2-17.
MACNAMARA J (2011), Corporate and Organisational Diplomacy: An Alternative Paradigm,
PR Journal of Communication Management
, 16, (3), 312-325.
MULDOON J P (2005) The Diplomacy of Business,
Diplomacy and Statecraft
, 16, 341-359.
DRAPEAU M (2010) Corporate Public Diplomacy: Engaging and Improving
Public Diplomacy Magazine
NARTY LJ (2013) Networks of Influence: Implementing Politically Sustainable
Multinational Stakeholder Strategies,
Academy of International Business
.13, (3), 7-11.
ASQUER A (2012) What is Corporate Diplomacy? And, Why does it Matter?,
Journal of Multidisciplinary Research
, 4 (3), 53-63.
Each week from topic 2 onward we shall review in class an article from the suggested list on developing issues in public and business diplomacy.
ASSIGNMENTS AND GRADING
Final grades will be calculated according to the following percentages:- in-class oral presentation (20 pc), in-class peer review (20 pc), final essay (40 pc), class participation (20 pc). THERE IS NO FINAL EXAMINATION.
NUS and the LKY School regard academic integrity as a very important value. To avoid giving the impression that you are passing off other people’s work as your own, you will need to acknowledge conscientiously the sources of information, ideas, and arguments used in any of your assignments. In order to understand what counts as plagiarism and why it is wrong, students at the LKY School had taken the NUS online module on Academic Culture during the Orientation Programme and formally acknowledged that they had understood the contents. Students who would like an introduction to the different referencing styles can refer to the following website, among others:
You will be required to submit all written assignments that are uploaded on IVLE for
DR. ROGER HAYES
Workload Components : A-B-C-D-E
A: no. of lecture hours per week
B: no. of tutorial hours per week
C: no. of lab hours per week
D: no. of hours for projects, assignments, fieldwork etc per week
E: no. of hours for preparatory work by a student per week