Corporate Campaigning: New Strategic Unionism in Australia

Scope of the research:
The Australian trade union movement has in the last decade focused on more proactive strategies to deal with issues of terms and conditions in the workplace. One of these strategies has been the concept of corporate campaigning which focuses on the company's name and reputation in the market to put pressure on the organisation to address problems. Using the media and linking up with other stakeholders the strategy has proved effective across a range of industries.

Project details:
Taking a case study approach the project examines the development of corporate campaigning in Australia. This is undertaken through the examination of several high profile corporate campaigns in Australia.

Outcomes:
Holland, P & Pyman, A. 2006. Corporate campiagning in Australia: the case of James Hardie. abstract presented at the European Group on Organisation Studies Conference, Norway, 7-9 July.

Researcher:
Dr Peter Holland Peter.Holland@buseco.monash.edu.au