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Research Summary
CEOs increasingly engage in activism on controversial social and political issues that do not directly affect their core business. Simultaneously, the general public is increasingly politically polarized. We examine how CEOs' support for gun control after two mass shootings differentially affected the behavior of liberal and conservative consumers and the persistence of these effects...
Research summary
This article exploits a natural experiment involving self‐regulation in the ready‐to‐eat (RTE) breakfast cereal industry to evaluate the performance impact of product repositioning. It then examines how a product's brand equity value declines with repositioning distance and explores various nonprice responses of firms to increased own and rival competition. Self‐regulation led to...
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