ABSTRACT

Research into organizational crisis response effectiveness has tended to focus on Western case studies and U.S. samples. There are reasons to believe that audience response to image repair strategy is guided at least in part by broad cultural assumptions, though no research to date has explored cross-cultural comparison. This exploratory study compares U.S. and Middle Eastern audiences to see if individuals from countries and cultures outside the U.S. respond differently to organizational image repair tactics than people from the U.S. Results suggest that, while certain tactics seem to be overall better and worse across cultures, there are notable differences in how U.S. and Middle Eastern audiences perceive tactic effectiveness. These differences have implications relevant to those responsible for crisis response decisions. This report concludes with discussion on this matter and suggestions for future research.

摘要

对组织危机应对有效性的研究往往侧重于西方案例研究和美国样本。有理由相信观众对图像修复策略的反应至少部分是由广泛的文化假设引导的，尽管迄今为止还没有研究探讨跨文化比较。这项探索性研究比较了美国和中东的受众，以了解来自美国以外国家和文化的个人对组织形象修复策略的反应是否与来自美国的人不同 结果表明，虽然某些策略在不同文化中总体上似乎更好或更差，但美国和中东观众对战术有效性的看法存在显着差异。这些差异对那些负责危机应对决策的人具有影响。