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International Marketing Under Political Uncertainty: How to Assess the Impact of Surrogate Consumer Boycott on MNEs’ Local Sales?
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| Journal | EIBAzine-International Business Perspective |
|---|---|
| Date | Accepted/In press - 31 Oct 2019 |
| Date | Published (current) - 1 Dec 2019 |
| Issue number | Autumn/Winter |
| Volume | 25 |
| Pages (from-to) | 15-17 |
| Original language | English |
Abstract
In international business, multinational enterprise (MNEs)’ products can
be boycotted due to social and political issues that are related to the MNE’s country of origin. This type of consumer boycott is called a "surrogate boycott". A surrogate boycott is an interesting and informative setting to investigate MNE strategy and performance in the context where economic policies relate to contentious political issues. Such a setting shows how MNEs can achieve resilience under extreme uncertainty, and how stigmatised MNEs may operate in the local market. In surrogate boycotts, the country of origin effects and the legitimacy issues can be observed. By studying surrogate boycotts, IB scholars can engage the perspectives of consumers and protest groups within the sphere of International Business.
be boycotted due to social and political issues that are related to the MNE’s country of origin. This type of consumer boycott is called a "surrogate boycott". A surrogate boycott is an interesting and informative setting to investigate MNE strategy and performance in the context where economic policies relate to contentious political issues. Such a setting shows how MNEs can achieve resilience under extreme uncertainty, and how stigmatised MNEs may operate in the local market. In surrogate boycotts, the country of origin effects and the legitimacy issues can be observed. By studying surrogate boycotts, IB scholars can engage the perspectives of consumers and protest groups within the sphere of International Business.
Bibliographical note
© 2019 European International Business Academy (EIBA). This is an author-produced version of the published paper. Uploaded with permission of the publisher/copyright holder. Further copying may not be permitted; contact the publisher for details
- International Business, Consumer Boycott, Political Uncertainty
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