Today’s consumers are subject to social pressure to support brands that are aligned with their personal values. When firms do not conform to their customer’s values, they often find themselves the target of boycotts. Managing in the age of boycotts is something firms need to pay attention to and understand how to manage.
Jim Salas, PhD
Dr. Jim Salas is an Assistant Professor of Marketing at Pepperdine Graziadio Business School. At Pepperdine Dr. Salas teaches graduate and doctoral-level courses across a range of marketing topics. His main research is focused on the marketing function at the edge of the organization. Specifically, how do business-to-business firms manage the marketing/sales function to drive innovation and growth. His research has been published by Journal of Product and Brand Management, the Journal of Marketing Theory and Practice, Journal of Marketing Education, and Sage Publication’s Business Expert Press. He received his PhD in marketing at Arizona State University’s W.P. Carey School of Business.