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Geopolitical conflicts, crisis management, stakeholder theory, digital resilience, consumer activism, sentiment analysis, institutional adaptation, brand reputation

Author

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  • Suad Aal Thani

    (General Management Department at the Institute of Management, Economics and Finance of Kazan Federal University. Russian Federation Author-2-Name: Author-2-Workplace-Name: Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

" Objective - In this paper, the author will explore how McDonald's overcame geopolitical tensions and consumer activism between 2022 and 2025 by applying stakeholder theory, institutional adaptation, and digital resilience as a cohesive crisis management strategy. Methodology/Technique - The analysis has been performed in a qualitative case study design, which implies a combination of thematic interpretation with a critical discourse analysis (CDA) and quantification based on sales trends, sentiment tracking, and data on foot-traffic. This evidence has revealed that a broken stakeholder expectation compels multinational corporations to make trade-offs between corporate governance and franchise autonomy. Finding - The exposure to reputational risk in politically sensitive markets is mitigated by institutional adaptation, including strategic acquisitions and localized CSR. Findings further suggest that negative sentiment is a precursor to a noticeable financial effect, and therefore, real-time tracking is needed during periods of geopolitical instability. Digital transformation, especially sentiment analytics, driven by AI, and enhancing personalized engagement systems, makes crisis resilience stronger and helps recover post-crisis. Novelty - The research introduces an integrated model of crisis management that connects sentiment-based analysis, franchise government systems, and digital resilience capabilities, which multinational corporations can use in geopolitical crises. Through integrative real-time sentiment tracking and institutional and stakeholder-based theory, the research shows the ability of digital tools to anticipate the escalation of the situation and to provide evidence-based response frameworks. Type of Paper - Empirical"

Suggested Citation

  • Suad Aal Thani, 2025. "Geopolitical conflicts, crisis management, stakeholder theory, digital resilience, consumer activism, sentiment analysis, institutional adaptation, brand reputation," GATR Journals gjbssr671, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:gjbssr671
    DOI: https://doi.org/10.35609/gjbssr.2025.13.4(4)
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    References listed on IDEAS

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    Keywords

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    JEL classification:

    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis

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