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New Balance, GrubHub, and Pepsi: The Politicization of Business
內容大綱
An investment analyst was tasked with determining the impact of political controversy on firm performance in the aftermath of the highly charged 2016 U.S. presidential election. After this election, U.S. firms such as New Balance, GrubHub, and PepsiCo faced boycotts from aggrieved activists. The analyst needed to better understand the downsides—and potential benefits—of firms’ involvement in political controversy. To do so, she needed to graph the impact, if any, political events had on the companies’ stock returns. But were markets truly efficient and rational—that is, could they reliably capture the impact of political controversy on firm performance?
學習目標
The case is suitable for students at all levels, including undergraduate, MBA, and executive education. This case can be used in an introductory marketing course to illustrate the importance of segmentation, public relations, and politics. It also works well in specialist courses examining the interface between marketing and finance and in strategy courses examining the interface between politics and business. After completion of the case, students will be able to<ul><li>highlight the significance of political activity for companies;</li><li>introduce the idea that events can influence stock prices; and</li><li>understand how stakeholders can manipulate the visual presentation of data to convey a perspective that works to their benefit.</li><ul>