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Do Boycotts Work?

Analysis

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The Impact of Boycotts on the Bottom Line

Goya faced a boycott after its CEO had come out in support of President Trump. People who agreed with his political stance then rallied in support of the company. Xingron Zhuo is an assistant professor at Imperial College London Business School. She found that we humans have pretty small attention spans when it comes to sticking to something like a boycott. But if you're able to keep a boycott going, keep the pressure on a company, it does seem you can bring about some change.

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