The Growing Influence of Boycotts

Consumers, political activists and labor unions have adopted a new goal for an old strategy: They are boycotting companies with an eye toward the corporations' image, and not just their bottom line. Because effectively mounted boycotts can derail marketing strategies and drain employee morale, as well as damage that fragile corporate image, corporate executives now seem anxious to resolve disputes with boycotters. But as companies capitulate, they may be encouraging even more groups to engage in this form of protest.