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| Author: | Gueterbock, R. |
| Title: | Greenpeace campaign case study - StopEsso |
| Journal: | Journal of Consumer Behaviour
2004 : MAR, VOL. 3:3, p. 265-283 |
| Index terms: | Trade sanctions Companies Expectations Loyalty Power |
| Freeterms: | Consumer influence |
| Language: | eng |
| Abstract: | When corporations begin to have more power and influence than governments, it is the consumers instead of voters who are holding the key to political and social change. Companies which fail to take consumer opinion seriously face threats in their brand image and their whole existence. This case study concentrates to the Greenpeace-led StopEsso campaign, detailing the history, strategy and tactics, and assessing its impacts so far. It shows how negative consumer perceptions are damaging the companys interests and that the changing interactions of other key stakeholders with the company could also threaten the competitiveness. Article concludes that when ever corporate power increases, so must corporate responsibility increase too. |
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