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Author Abdul-Latif, Samshul-Amry, author

Title Boycott and racism : a loaf of bread is just a loaf of bread / Samshul-Amry Abdul-Latif (Universiti Utara Malaysia), Asmat-Nizam Abdul-Talib (Universiti Utara Malaysia)
Published Bingley, U.K. : Emerald Group Publishing Limited, 2015
©2015
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Emerald Emerging Markets    View Resource Record  

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Description 1 online resource (5 pages) : 19 illustrations
Series Emerald emerging markets case studies, 2045-0621 ; volume 5, issue 6
Summary 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
Notes 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
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes
Bibliography Includes index and bibliographical references
Audience 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
Subject Boycotts -- Malaysia
Conflict management -- Malaysia
Bread industry -- Public relations
Business & Economics -- Consumer Behavior.
Public relations.
Genre/Form Case studies.
Form Electronic book
Author Abdul-Talib, Asmat-Nizam, author