Cross-market sociopolitical stance configuration: A systematic literature review of how firms take public positions across heterogeneous markets

This review synthesizes research on brand activism, corporate social advocacy, corporate activism, CEO activism and geopolitically charged stay or exit decisions to explain when public corporate sociopolitical positioning becomes a cross-market problem. Using a focused systematic literature review informed by PRISMA 2020 and PRISMA-S, it draws on a Scopus-led search supplemented by OpenAlex and Dimensions. Of 1,575 identified records, 1,262 were screened and 116 clear included studies were retained; 23 formed the cross-border subset. The mainstream literature remains dominated by single-market studies of focal stance events and one principal audience. The cross-border subset points to a different challenge. When the same move becomes visible across countries, it is judged both inside the focal market and beyond it. Local actors assess fit, legitimacy to speak or stay, animosity and boycott or buycott potential. Outside-the-market audiences assess consistency, authenticity versus hypocrisy, comparative coherence and wider reputational or financial consequences. The review conceptualizes this problem as cross-market sociopolitical stance configuration: the alignment of voice, framing, deeds, silence and market presence under comparative scrutiny.