Journal of Business & Economics Research (JBER)

The Burden Of Identity: Responding To Product Boycotts In The Middle East

Kjell Knudsen, Praveen Aggarwal, Ahmed Maamoun


Drawing from four different case studies of multinational corporations in the Middle East, we present a framework for understanding the phenomenon of product boycotts driven by socio-political reasons.  We present three sets of actions that trigger boycott calls: government actions, corporate actions, and individual actions.  The strategies used by boycott organizers to generate awareness for their campaign and to manage media usage to target desired audiences are also discussed.  We review a number of strategies available to multinationals to respond to boycott calls.


Product Boycotts; Boycott Triggers; Strategies for Handling Boycotts; International Marketing

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