Blame or not to blame? Impression management of corporations running business in Russia

Purpose We conduct a multi-case study analysis to examine how customers reacted to the decisions of the analysed companies to remain in Russia and whether they put pressure on the companies to change their decisions. Design/methodology/approach We examine the companies' narrative strategies in Poland vs Ukraine and review companies' responses to accusations and stakeholder reactions. Findings Our study shows that companies that run communication with customers experience pressure from customers, as expressed in boycott declarations and accusations of complicity in aggression. Companies used impression management tactics (attribution and concealment strategy) to handle public scrutiny. Originality/value This study makes a contribution to the integration of stakeholder theory and impression management by demonstrating that companies operating in conflict zones do not simply respond to stakeholder demands reactively but also engage in strategic moral positioning.