學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Brand Activism
內容大綱
This technical note offers students a definition of brand activism (as contrasted to corporate social responsibility) along with an explanation of the different forms that this corporate practice can take. Specifically, students are introduced to the concepts of both progressive and regressive brand activism, in addition to the different causes the activist efforts may champion, whether social, legal, or environmental, to name a few. In order to illustrate these different categories and the sensible ways for managers to approach brand activism, examples of both successful and unsuccessful brand activism initiatives are provided, including those of Benetton Group, Dove, Patagonia, and Pepsi. While these companies' moves were intentionally designed to resonate with consumers, students are also presented examples of companies that unwillingly elicited activist customer responses (including GrubHub, Uber, Nordstrom, Starbucks, and Papa John's). Finally, the examples of Jack Daniels and Chick-fil-A illustrate deliberate corporate decisions not to communicate their values, while an explanation of boycotting and buycotting helps students understand the impact that brand activism initiatives can have on the bottom line.