Abstract
The relocation of corporate headquarters (CHQ) is understood as a process in which top management follows the most attractive location attributes. By studying how the media (de)legitimate the choice of the location of an MNC’s CHQ, we demonstrate the complexity of the relocation process. We explore the dismantling of the dual corporate structure of Unilever and consequently the relocation of its CHQ, first to Rotterdam but then to London. Taking a CDA approach, we collected a database of media documents on the relocation events from the Dutch and British media, and press releases from Unilever. Our study contributes by theorizing the relocation process from decision to implementation. Second, the study shows that legitimation of the location choice is important for the successful completion of relocation.
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