"Sour Milk" Corporate Branding under Surrogate Boycotts - the case of Arla Foods in the Muhammad Crisis
Case-StudyArla FoodsCorporate BrandingBoycottManagement of enterprisesFöretagsledningManagementBusiness and Economics
Surrogate boycotts are highly threatening for corporations in terms of both economical cost and image damage. All corporations are due to our globalized environment and increased stakeholder fragmentation gradually more risking to become victims of surrogate boycotts, which of nature is hard if not impossible to predict and prevent. Corporations are generally recommended to build clear and strong corporate identities, which should be reflected in their most important stakeholders, as this will secure minimum damage on the corporate image.Even a surrogate boycott situation can have positive effects on corporations, especially in terms of image, as such situation increases the brand involvement and thereby make it possible for corporations to connect with important stakeholders on an emotional level.