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.
Doreen E. Shanahan, MBA, PhD Candidate
Doreen E. Shanahan is a PhD candidate at Pepperdine University. Her research interests involve innovation and consumer behavior, with a specific focus on technology acceptance. She is a Practitioner Faculty of Marketing at Pepperdine Graziadio Business School and serves as the director for the school’s Education to Business program.