Over the past two decades, increasing attention has been paid to the concept of business diplomacy. This is becoming more important for multinational corporations (MNCs) as they deal with an increasingly demanding and dynamic international business arena. Despite the growing literature on this phenomenon, there is no sound theory-based business diplomacy model that can help to understand MNCs' relationship-building activities in the global society and provide a normative, moral guide for MNCs on how to conduct business diplomacy successfully.