Open AccessThe Burden Of Identity: Responding To Product Boycotts In The Middle East
Author(s) -
Kjell R. Knudsen,
Praveen Aggarwal,
Ahmed Maamoun
Publication year - 2011
Publication title -
journal of business and economics research
Language(s) - English
Resource type - Journals
eISSN - 2157-8893
pISSN - 1542-4448
DOI - 10.19030/jber.v6i11.2485
Subject(s) - boycott , style (visual arts) , span (engineering) , politics , product (mathematics) , identity (music) , psychology , political science , law , literature , philosophy , aesthetics , art , engineering , geometry , mathematics , civil engineering
Drawing from four different case studies of multinational corporations in the Middle East, we present a framework for understanding the phenomenon of product boycotts driven by socio-political reasons. We present three sets of actions that trigger boycott calls: government actions, corporate actions, and individual actions. The strategies used by boycott organizers to generate awareness for their campaign and to manage media usage to target desired audiences are also discussed. We review a number of strategies available to multinationals to respond to boycott calls.