Marriott International as an American Multinational Corporation and Its Business Decisions in Russia Following the Invasion of Ukraine

Abstract

Multinational corporations such as Marriott International not only conduct cross-border business activities but also face geopolitical pressures that may influence corporate decisions. This study aims to analyze Marriott International’s decision to cease its operations in Russia following Russia’s invasion of Ukraine and to understand the role of multinational corporations as non-state actors in responding to geopolitical crises through the perspective of Legitimacy Theory. This qualitative study employs a case study method. Population and sample are not applicable because the study does not involve respondents but focuses on the case of Marriott International. Primary data were obtained through observations and interactions during the internship program at Aloft Surabaya Pakuwon City, while secondary data were collected from academic journal articles and reliable information sources. The research instruments consisted of observation, internship experience, and secondary source review, while the data were analyzed descriptively and interpretatively using Legitimacy Theory. The results show that Marriott’s withdrawal from Russia was associated with international sanctions, geopolitical pressures, public expectations, and reputational risks. In conclusion, the decision demonstrates that multinational corporations function as non-state actors that adapt their business strategies to international norms and pressures to maintain legitimacy and long-term business sustainability.