31
ENTERPRISE OPERATIONS
THE GLOBAL BUSINESS ENVIRONMENT
Lobbying scandals in the US most notably the arrest of Jack Abramoff in 2006, have
also raised the profi le of corporate involvement in the policy process among the wider
public. As the US economy becomes more integrated into the world economy, CPA
extends further: foreign fi rms are now seeking to infl uence US public policy. Indeed,
restrictions on political activity by non-US multinationals were relaxed during the Clinton
Administration and several foreign fi rms have taken advantage of this opportunity.
Non-market strategies are receiving increasing interest amongst strategic management
scholars as a mean of improving fi rm performance. Ring comments that:
Non-market strategies can be employed to create and/or maintain a fi rm’s source(s) of competitive advantage
or to erode or destroy the sources of competitive advantages of its competitors.
In pursuing non-market strategies, fi rms may engage – directly or indirectly – in activity
with one or more of a number of institutions such as the WTO, domestic and interna-
tional courts, legislative and regulatory bodies, as well as the media.
Corporate political activity (CPA) can be an important element in any fi rm’s effort to
gain competitive advantage. This has been particularly true in the area of international
trade, where domestic producers seek to bar or disadvantage foreign competitors in the
home market though the imposition of trade protection.
CPA can benefi t fi rms on the revenue side, such as a fi rm’s sales to the federal govern-
ment or amount of defence contracts, or the cost burden imposed from regulation. Firms
that receive a signifi cant portion of their revenues or face elevated levels of regulatory scru-
tiny have high motivation to manage that dependency through CPA.
There are two basic types of corporate political behaviour: buffering and bridging.
Political ‘buffering’ behaviours include proactive political actions on the part of fi rms, such
as informing government decision makers about the impact of possible legislation, trying
to actively reduce government regulation of the fi rm, and working alone or in trade associ-
ations to make campaign contributions, lobby, or otherwise infl uence legislative/regulatory
processes. ‘Bridging’, on the other hand, is a more reactive form of behaviour. It includes
such activities as tracking the development of legislation/regulation, so to have compliance
in place when legislation is passed, or exceeding compliance levels for regulation.
Some authors defi ne ‘relational’ approaches to CPA as long term and issue spanning
relationships, while ‘transactional’ approaches are more ad-hoc and issue specifi c.
1.12.2 Developed markets
In the US, the interests of businesses infl uencing public policy are well documented. For
example, research has shown that fi rms employ 41% of all Washington lobbyists, and trade
associations a further 22%. Business interests are major contributors to political action
committees (PACs), and three fi rms (Saban Capital Group, Newsweb Corporation, and
Shangri-La Entertainment) topped the list of ‘soft money’ campaign contributors in the
2001–2002 election cycle. Corporate executives also have a place in infl uential policy-making
circles, including seats on the US President’s Energy Task Force and the Department of
Commerce-led Advisory Committee on Trade Policy Negotiations.
While the US Congress controls a budget of over $2 trillion, the amount spent by fi rms
in support of PACs in the 1999–2000 election cycle was a relatively paltry $200 million.
The British defence contractor, BAE Systems, gave some $650,000 to various congres-
sional campaigns in 2005, though its US-based subsidiaries have over $40 billion worth of
DoD contracts.