ABSTRACT
A popular theme in science fiction is the notion that a butterfly flapping its wings in a Brazilian rainforest changes the weather in Europe. Management scholars use this principle when they adapt systems, complexity, and contingency theories to understand and explain organisational structures and management. The butterfly metaphor also translates to the impact that social, political, and economic issues that are raised and debated in an organisation's external non-market environment have on strategic communication decision-making. Organisations, their stakeholders, and other constituencies, may be concerned about the same issue, but rarely share the same perspective. Management scholars have long investigated the impact of social, economic, and political pressures on the commercial market and how these affect business success and management strategies. Australia and New Zealand survived the first years of the Covid-19 pandemic with low infection rates and, compared with Europe and North America, miniscule death rates.
