International Marketing Under Political Uncertainty: How to Assess the Impact of Surrogate Consumer Boycott on MNEs’ Local Sales?

Yoo Jung Ha

International Marketing Under Political Uncertainty: How to Assess the Impact of Surrogate Consumer Boycott on MNEs’ Local Sales?

Management

Research output: Contribution to journal › Article

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.

Original language	English
Pages (from-to)	15-17
Journal	EIBAzine-International Business Perspective
Volume	25
Issue number	Autumn/Winter
Publication status	Published - 1 Dec 2019

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

Keywords

International Business
Consumer Boycott
Political Uncertainty

Access to Document

EIBAzine_2019_Yoo_Jung_Ha_Impact_of_surrogate_consumer_boycott_Author_copy_
© 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
Accepted author manuscript, 169 KB

http://www.eiba.org/UserFiles/EIBAzineIBP_%20AW2019.pdf

Cite this

@article{29e4147ecf2f4cc699e58c3510b51089,

title = "International Marketing Under Political Uncertainty: How to Assess the Impact of Surrogate Consumer Boycott on MNEs{\textquoteright} Local Sales? ",

abstract = "In international business, multinational enterprise (MNEs){\textquoteright} products canbe boycotted due to social and political issues that are related to the MNE{\textquoteright}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. ",

keywords = "International Business, Consumer Boycott, Political Uncertainty",

author = "Ha, {Yoo Jung}",

note = "{\textcopyright} 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",

year = "2019",

month = dec,

day = "1",

language = "English",

volume = "25 ",

pages = "15--17",

journal = "EIBAzine-International Business Perspective",

issn = "2222-4785",

number = "Autumn/Winter",

}

TY - JOUR

T1 - International Marketing Under Political Uncertainty

T2 - How to Assess the Impact of Surrogate Consumer Boycott on MNEs’ Local Sales?

AU - Ha, Yoo Jung

N1 - © 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

PY - 2019/12/1

Y1 - 2019/12/1

N2 - In international business, multinational enterprise (MNEs)’ products canbe 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.

AB - In international business, multinational enterprise (MNEs)’ products canbe 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.

KW - International Business

KW - Consumer Boycott

KW - Political Uncertainty

M3 - Article

SN - 2222-4785

VL - 25

SP - 15

EP - 17

JO - EIBAzine-International Business Perspective

JF - EIBAzine-International Business Perspective

IS - Autumn/Winter

ER -