The Unequal Effects of Partisanships on Brands

March 2018 | Sridhar, Shrihari

As an increasing number of executives use their company soapboxes to espouse values unrelated to the businesses they run, they must think carefully about how their actions align with the attitude of their customers. Companies that engage in corporate activism risk taking stances that reflect the values of their management but alienate key segments of a politically divided customer base.

Author

Co-author(s)

  • Vikas Mittal
  • Ashwin Malshe

Publication(s)

Harvard Business Review

Web Link

https://hbr.org/2018/03/the-unequal-effects-of-partisanship-on-brands