Boycott and racism: a loaf of bread is just a loaf of bread
Publication date: 16 October 2015
Abstract
Subject area
This case study can be used for courses under marketing management, international marketing or public relations.
Study level/applicability
This case study may be suitable for courses which discuss decision-making and/or executive actions and execution, at both undergraduate and graduate levels. It could also be used in graduate classes as some open-ended questions are also included to illicit critical thoughts and fresh ideas.
Case overview
Companies can be boycotted for many reasons; for example, a company may be associated with or engage in egregious acts which trigger a consumer boycott. However, it is unusual for racial and political elements to form the basis of a consumer boycott. This paper describes how a current leader in the packaged bread market, Gardenia Bakeries Sdn Bhd (GBKL), responded to one such online campaign. This case study highlights the importance of effective communications and marketing strategies for responding to sensitive issues involving racism and politics.
Expected learning outcomes
Students are introduced to the concept of consumer boycotts and how this may affect a business. Students are exposed to the development of appropriate public relation strategies and explore creative methods to combat bad publicity and/or a smear campaign. Students can learn to appreciate the sensitivity of allegations of racism in a multi-ethnic country and understand how multi-ethnic consumers respond to these types of issues. Students are exposed to the effects of political and socio-demographic influences on purchase behavior in a particular market or country. Students may explore the effects of consumer activism on a company's brand image.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Keywords
Citation
Abdul-Latif, S.-A. and Abdul-Talib, A.-N. (2015), "Boycott and racism: a loaf of bread is just a loaf of bread", , Vol. 5 No. 6. https://doi.org/10.1108/EEMCS-09-2014-0224
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited