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Patriotic Rhetoric in Business article analysis
- 1. Patriotic Rhetoric in Business Exploring the strategy and its impact on consumers.
- 2. Introduction This presentation discusses the use of patriotic rhetoric in business strategies and its implications for consumer engagement and brand loyalty.
- 4. Definition of Patriotic Rhetoric Patriotic rhetoric refers to language that appeals to national pride and identity. In a business context, it leverages feelings of loyalty and national belonging to resonate with consumers. Companies may use symbols, slogans, or narratives that evoke patriotism to strengthen their brand image.
- 5. Role in Business Strategy Incorporating patriotic rhetoric into business strategy can differentiate a brand, create emotional connections, and enhance customer loyalty. It serves as a means to align corporate values with those of the customers, fostering a sense of community and shared identity, which can ultimately lead to increased sales and customer retention.
- 6. Fi r m Govern ment Consumers Employees Stakeholder Resource Controlled Patriotism Effect Government Subsidies, permits, regulation More support when firm appears patriotic Consumers Purchases More buying if consumers are nationalistic Employees Labor Greater RDT = A theory that explains how companies manage outside relationships to gain access to critical resources they don’t control themselves Patriotic Rhetoric = Language that shows loyalty to the home country to influence stakeholder support. Source: Mohr & Schuhmacher, 2019
- 7. Gathering Information 456 S&P 500 Firms 2002 – 2015 4,808 Firm-year Observations The Data Measured Patriotic Rhetoric - Keyword analysis from earnings calls + press releases - 40+ keywords like “Made in USA,” “reshoring,” “American jobs” Nationalist Sentiment - Measured Patriosim in US by using Government speeches/documents and News articles from NYT, WSJ, etc. Performance (ROA) - Measured a company’s success using ROA - Return on Assets = Profit / Total Assets Source: Mohr & Schuhmacher, 2019
- 8. Key findings: Impact of patriotic rhetoric in a national sentiment Government influence Consumer behavior Employee motivation Source: Mohr & Schuhmacher, 2019
- 9. Key findings: Impact of patriotic rhetoric in international markets Government influence Consumer behavior Employee motivation Source: Mohr & Schuhmacher, 2019
- 11. Consumer Perception Patriotic rhetoric can significantly shape consumer perception. When brands communicate messages that resonate with national pride, it can enhance the consumers' emotional connection to the brand. This perception can be particularly potent in times of crisis or national pride events, where consumers seek to align their purchases with their national identity.
- 12. Theoretical Contributions • Expands Resource Dependance Theory (RDT) First to show patriotic rhetoric as a constraint-absorption strategy—not just symbolic, but performance-relevant. • Geographic Nuance Demonstrates that location (home vs. host country) shapes how stakeholders respond to firm rhetoric. • Bridges Literatures Connects Resource Dependence Theory, Corporate Political Activity, and International Business Strategy. Rhetoric as a strategic resource RDT Nationalism Global Strategy
- 13. Managerial Implications • Domestic Firms Leveraging patriotic rhetoric during periods of nationalism • Global Firms Decoupling domestic and international messaging • Patriot-Washing Using patriotic messaging without corresponding action What should leaders do?
- 14. CREDITS: This presentation template was created by Slidesgo, and includes icons, infographics & images by Freepik Thank you! Do you have any questions?