Battling Boycots Essay

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MGMT/MRKT-350 Individual Case Assignment # 2 4/2/2013 Battling Boycotts Question 1: The type of boycotts that this specific article addresses is when boycotts are related to a company’s country of origin. This issue of boycotts against a company’s country of origin is becoming more frequent throughout the worlds business scenes. This is not the typical issue that rushes into my mind, or I’m assuming most minds, when someone is thinking about boycotts. I associate boycotts with hot button political issues, such as the 1960’s civil rights bus boycotts or PETA supporters boycotting companies that treat animals in an unfavorable way. However, with technology assisting the flow of information for global issues at an all-time high, boycotts that are honing in on a company’s country of origin’s political stances rather than the company’s stance are becoming more prevalent. Question 2: The article has listed several strategies with ways to deal with these boycotts based upon two dimensions, the visibility of the brand and the intensity of the boycott. The visibility of the brand explains that the more visible the brand is the more likely that it will be targeted by boycotters. The visibility of the brand however is an opinion of a specific group or region and can be viewed differently. In some cases the customers of a company in a given country don’t associate it with its country of origin. Also a product or a company can be associated with an entirely different country or origin; perhaps the organizational structure or the product type exhibits characteristics most people would associate with the US, when in reality the company was founded and its headquarters are located in the UK. One can make the argument that companies from both countries can have similar characteristics with its products and organizations but actually have no affiliation with the other

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