ABSTRACT
Today's dynamic market landscape affects and is affected by a variety of significant cultural shifts and touchstones, from global warming and racial injustice, to voter disenfranchisement and the Covid-19 pandemic. In the current dissertation, I examine how firms have expanded their institutional role to address these issues and communicate a sense of moral engagement linked to their brands. I associate these behaviors with a centralized phenomenon-corporate sociopolitical activism (CSA)-which reflects firms' public speech or actions focused on polarizing issues of societal concern. Such shifts in business behavior coincide with fieldwide conversations among practitioners and scholars about the implied responsibility for broadened social engagement. However, despite the increasing prominence of CSA in the marketplace, the practice has only recently received scholarly attention.In turn, the current dissertation seeks to examine and conceptualize the theoretical, practical, and strategic implications of firms' activist efforts using a multi-methodological approach. First, Essay I ("'Focus on Our Cause: How Brand Activism Helps and Hurts Activist Organizations";under third-round review at the Journal of Consumer Research) utilizes randomized controlled experiments with consequential outcomes to chart the impact of brand activism on consumers' charitable giving to activist organizations. Next, Essay II ("An Institutional View of Investor Response to Corporate Sociopolitical Activism";manuscript in progress;targeting the Journal of Marketing) is an event study that examines the moderating effects of issue legitimacy on stock market response to market leaders' activist efforts. (PsycInfo Database Record (c) 2023 APA, all rights reserved)
ABSTRACT
Purpose: This study aims to contribute to the debate on the efficacy of softer regulations to prevent violations of workers' rights in the global clothing supply chain. Design/methodology/approach: This study draws on value trap and adverse incorporations as a theoretical lens to understand the reasons behind the continued violations of workers' rights. The empirical findings are based on an analysis of 24 semi-structured interviews with workers and owners. Extensive documentary evidence to track the plight of workers in Bangladeshi clothing factories during the pandemic. Findings: The study demonstrates how imbalances in supply chain relationships allow retailers to take advantage of the pandemic. The authors find that some retailers worsened the working conditions by cancelling orders, demanding discounts on old orders and forcing suppliers to agree to a lower price for new orders. Large brands and retailers' responses to the COVID-19 pandemic remind us that softer regulations, such as third-party audits, are likely to be ineffective given the power imbalance at the heart of the supply chain. Practical implications: The study presents a case for regulatory frameworks and intense stakeholder activism to encourage large retailers and brands to behave responsibly. This is especially important when a supply chain is value-trapped and workers are adversely incorporated and unprotected. Originality/value: Drawing on studies on adverse incorporations, value-trapped supply chains and the plight of workers during the COVID-19 pandemic, the study offers a broader understanding of the continued violation of workers' rights and the efficacy of softer regulations. © 2023, Emerald Publishing Limited.