Motivasi H&M Menyetujui Accord on Fire and Building Safety di Bangladesh

Annisa Dewi Risyanti, Poppy S. Winanti

2016 | Skripsi | Ilmu Hubungan Internasional

ABSTRACT Accord on Fire and Building Safety in Bangladesh (―Accord‖) was the response from the international society regarding the incident of Rana Plaza collapse in Bangladesh on April 2013. The initiators targeted various global retail companies to sign the agreement due to their practice of ‗fast fa shion‘ that neglects the safety of the garment w orkers. H&M, Sweden‘s retail g iant, was the first company to sign Accord despite having no sourcing relationship with Rana Plaza. Relying on the organizational legitimacy theory, the decision made by H&M was driven by the motivation to regain its legitimacy upon its constituencies which urged the company to build a safe and sustainable environment for the Bangladesh garment industry. Such urge and demands prove that disparities do exist between H&M and its constituencies; thus it became a threat for the company‘s leg itimacy, whereas legitimacy is an intangible asset that is important to preserve given its ability to determine support for H&M‘s business activities in Bangladesh and securing three pillars of a company; capital resources, human workforce and con sumers‘ trust. Keywords: organizational legitimacy, Bangladesh garment industry, Banglade sh Accord, H&M, international business

Kata Kunci : Bisnis Internasional - Bangladesh