Abstract

Soft power, defined as the ability to attract and persuade through appeal and influence rather than coercion, has emerged as a critical component in the arsenal of global corporations navigating the complexities of the interconnected world. This study, using Microsoft as a case, delves into the realm of soft power in global corporations. Drawing upon qualitative methodology, this study aims to uncover the nuanced factors contributing to global corporation soft power prowess. Key areas of investigation include organizational culture and communication, corporate branding, corporate social responsibility, emerging technological applications, global branding strategies, and leadership approaches. Through an analysis of these factors, the study aims to offer valuable insights into how multinational corporations employ soft power to forge significant connections, influence perceptions, and further their objectives across diverse cultural and geographical landscapes. This is done with the aim of appealing to a global audience, setting themselves apart from competitors, and strengthening cohesion among clients and stakeholders.

Through a comprehensive analysis of soft power strategies, this case study not only contributes to the academic understanding of soft power dynamics within global corporations but also offers practical implications for businesses seeking to enhance their influence and effectiveness in an increasingly interconnected world.

Library of Congress Subject Headings

Corporate power; International business enterprises; Organizational behavior; Soft power (Political science)—Corporations; Microsoft Corporation

Date of Award

2025

School Affiliation

Graduate School of Education and Psychology

Department/Program

Education

Degree Type

Dissertation

Degree Name

Doctorate

Faculty Advisor

June Schmieder-Ramirez

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