One of the most powerful effects, which a retail business will wish to avoid is the Boycott. The Boycott, which is named after Captain Charles Boycott who was socially ostracised in a calculated series of tactical moves by the Irish Land League. Boycott, found that his workers, local businessmen and even the local postman refused to deliver his mail, even though in some cases there was considerable hard-ship to the ‘protesters’, the offensive achieved the goal of isolating Captain Charles Boycott.
Modern day boycotts are instigated when the consumer refuses to purchase a product due to perceived injustice such as Unethical transportation by Delmonte. In 2008 Delmonte transported a toxic chemical, endosulfan, which was used as a pesticide, inside a passenger vessel.
How on earth did a company choose to break the law and place the lives of 700 people in further danger? Kaliasan-PNE (People’s Network for the Environment) called for a blanket boycott of all Delmonte products.
Would you opt to replace all Delmonte products with a similar type? to support disapproval of the actions of a company which not only defies legal responsibilities, this company which transported a dangerous pesticide which contaminated marine biology? This then is the Boycott.
When marketing to differing cultures with religious affiliations which contrast wildly form one’s own religious practise, careful observation and understanding is a requirement. Abosag & Farah(2014), conducted research concerning religiously motivated boycott and brand image, loyalty and product judgement.
One example: boycott of Arla foods. This Danish company supported freedom of expression, considering that the Muslim community overreacted to the cartoons depicting the Prophet Mohammed in [what Muslim’s regarded] as ‘an acceptable manner’. Arla foods approached this situation in a measured constructive manner.
First, Arla foods made the Muslim community aware that they were a Danish / Swedish company. This intended to dilute the effect of being just a Danish company. Next, in a reminder of many years of a good working relationship, Arla reinforced with: “we have been in profitable relations for 40 years. Finally, Arla justified their position by explaining that the unfortunate incident was not due to Arla’s actions, no, it was due to inaction of others.
The one-way statement out-lined above was versed so as to offer apologies, show that Arla are also a Swedish based company, reinforce memories of a strong relationship and to understand the position of the boycotting Muslin Community. Also a reason for the problem arising was not because of anything that the company had done, it was because of other agents.
For preventing and managing boycotts there are a few key areas of focus. First, remain within national and international law. In the case of Delmonte, above using a passenger ship to transport a dangerous pesticide, is a procedure that most people would condemn. Next, when religious practise of a country differs from one’s own, get informed and stay informed. Most religions share common ground, genuine courtesy with curiosity toward a practise being most often welcome. Finally, as in the case of Arla Foods, remain blameless while suggesting that other agents were likely to be the problem.
References
Abosag, I., & F. Farah, M. (2014). The influence of religiously motivated consumer boycotts on brand image, loyalty and product judgment. European Journal Of Marketing, 48(11/12), 2262-2283. doi: 10.1108/ejm-12-2013-0737
Teoh, S., Welch, I., & Wazzan, C. (1996). The Effect Of Socially Activist Investment Policies On The Financial Markets: Evidence From The South African Boycott. SSRN Electronic Journal. doi: 10.2139/ssrn.10203
Credits for images.
https://www.worldbulletin.net/archive/muslims-boycott-danish-products-h312.html Accessed 01/12/18
https://teamster.org/blog/tags/del-monte Accessed 01/12/18
http://armansofie.blogspot.com/2015/03/analysis-of-arla-boycotting-in-middle.html Accessed 01/12/18
https://www.freeimages.com/premium/arabic-muslim-businessman-person-shaking-hands-on-meeting-843516 Accessed 01/12/18
Religiously Consuming 