Taking a stance: A qualitative analysis on how major German corporations developed their position regarding the Russia-Ukraine war

In light of organizational advocacy and issue management, this study examines on which decision-making basis large German companies have developed their positioning in relation to the Russia-Ukraine war and sheds light on the resulting insights for future communicative measures. The process of positioning is considered from the meso-level of the organizations. Eleven qualitative guided interviews with communicators show that while in many cases the positioning of a company is based on catalogues of decisions and criteria, it is usually carried out in an ad hoc manner. Above all, external factors, such as time or active demands from stakeholders, as well as internal factors, such as perceived positioning pressure, have an impact on a company’s public statement. Regarding potential future crisis cases, each communicative challenge is seen as an opportunity for learning and further development. In summary, the article shows that dealing with an issue or crisis - depending on the perspective - such as the Russia-Ukraine war, cannot be carried out according to generally valid criteria, but must always be configured individually to the respective case and the affectedness of the company. The study expands the current state of research by taking a deeper look at the underlying processes of companies' positioning in crisis situations. At the same time, it opens possibilities for further research.