Political Marketing Strategies to Foster the Sustainability of Private Transnational Organisations: The Case of the IASB

By analysing the case of the International Accounting Standards Board (IASB), this paper aims at assessing the role that political marketing strategies might play to increase the sustainability of private transnational organisations. This paper proposes an integrated conceptual model that draws together political branding theory and political relationship marketing. The proposed model shows how political marketing strategies may help a global standard setter, as well as other private transnational organisations, in achieving higher legitimacy and sustainability in the long-term. By relying upon such a model, an explanatory case study of the IASB is then conducted, providing anecdotal evidence about the IASB’s current political marketing behaviour. By adopting an interdisciplinary interpretative lens, this paper contributes to literature in addressing a theme almost neglected—namely, the role of political marketing strategies in increasing legitimacy and sustainability of transnational organisations, such as global standard setters—notwithstanding the emerging effort made in this direction by private global organisations operating in complex environments, including the IASB. Implications for political marketing theory are also discussed. As to the practical implications, this paper suggests the political marketing strategies and tools that private transnational organisations should adopt to foster their sustainability in the long-term