Crisis management in the context of racism of international companies

As a single-centered structure in the globalizing world, international companies are required to make management decisions according to certain conditions and criteria, and they must act carefully against any internal and external negative factors that will threaten their assets.International companies have to take into account the cultural, social, psychological and economic differences of the stakeholders in order to ensure the continuity of their relations with their stakeholders in economic, social and political terms and to create an environment of trust and they need to act towards these differences. It is important in terms of developments in the management structures of international companies and being the building blocks of institutionalization. Differences from competitors in current market conditions are important in terms of maintaining their current position and maintaining their continuity. Developing world communication tools allow an event that starts at any point to be moved to another point without the concept of distance. Regardless of the target audiences of the companies, with the interest of different target audiences, these tools can spread all kinds of positive or negative information about the companies and provide feedback. It is important in terms of errors and successes that the technological structure and company structures developing in the present time show improvements in line with these technologies. In particular, the spread of the events that affected the companies the most, namely the effects of the crisis, can lead companies into economic and structural problems. In addition to observing the sudden and unexpected situations of the crisis, failure to take action against the expected events enables the crisis to develop. In this study, it was determined that the ethical and current market activities of these companies were negatively affected due to the fact that the crises we examined were handled as derisive or humiliating social and ethnical and sensual differences. In the developing world, especially in the name of globalization, the companies that do not fit within their own molds and borders enable them to gain economic profit rates and advantages and gains against their competitors. However, as a result of the decisions taken by the owners of the company rather than the multicultural personnel and management in the structure of international companies or the behavior of some executives in the management structure with the feelings of individuality, international companies face crisis periods and the effects of these crisis situations make the companies difficult. In this study, certain international companies which created bad public opinion due to their campaigns, some of them have stepped back and some have issued apology messagesto correct their public opinion. In this study, the case studies of the companies are tried to be examined and their approaches to crises are examined. Keywords: Racism, International Companies, Crisis