Boycott and racism: a loaf of bread is just a loaf of bread
This case study highlights the importance of effective communications and marketing strategies for responding to sensitive issues involving racism and politics. Although GBKL took the necessary actions by addressing the allegations in Malay, English and Mandarin newspapers, the calls to boycott con...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English English |
| Published: |
Emerald Publishing
2015
|
| Subjects: | |
| Online Access: | http://irep.iium.edu.my/61157/ http://irep.iium.edu.my/61157/ http://irep.iium.edu.my/61157/1/A%20loaf%20of%20bread%20is%20just%20a%20loaf%20of%20bread%20-%20resubmission%202c%20-%20proof%20read%20-%20irep.pdf http://irep.iium.edu.my/61157/7/61157%20Boycott%20and%20racism%20-%20a%20loaf%20of%20bread%20is%20just%20a%20loaf%20of%20bread-%20abstract.pdf |
| id |
iium-61157 |
|---|---|
| recordtype |
eprints |
| spelling |
iium-611572018-10-05T03:40:01Z http://irep.iium.edu.my/61157/ Boycott and racism: a loaf of bread is just a loaf of bread Abdul-Latif, Samshul-Amry Abdul-Talib, Asmat-Nizam HF5001 Business. Business Administration HF5387 Business ethics HF5410 Marketing. Distribution of products HF5717 Business communication HF5801 Advertising This case study highlights the importance of effective communications and marketing strategies for responding to sensitive issues involving racism and politics. Although GBKL took the necessary actions by addressing the allegations in Malay, English and Mandarin newspapers, the calls to boycott continued to circulate for almost two years. To make matters worse, the problem evolved into something bigger and more complicated when elements of politics and ethnicity were incorporated. However, GBKL managed to address the issue and distance themselves from any political and racial fallout. Today, GBKL maintains its market leadership position in the packaged bread industry but they need to remain on their toes and be alert for any unexpected events which could affect them. GBKL has publicly reiterated that they are not racially biased toward or against any ethnic groups or politics. They have also asserted that their products are for everyone regardless of creed, religion, ethnic groups and so on. Emerald Publishing 2015 Article PeerReviewed application/pdf en http://irep.iium.edu.my/61157/1/A%20loaf%20of%20bread%20is%20just%20a%20loaf%20of%20bread%20-%20resubmission%202c%20-%20proof%20read%20-%20irep.pdf application/pdf en http://irep.iium.edu.my/61157/7/61157%20Boycott%20and%20racism%20-%20a%20loaf%20of%20bread%20is%20just%20a%20loaf%20of%20bread-%20abstract.pdf Abdul-Latif, Samshul-Amry and Abdul-Talib, Asmat-Nizam (2015) Boycott and racism: a loaf of bread is just a loaf of bread. Emerald Emerging Markets Case Studies, 5 (6). pp. 1-3. ISSN 2045-0621 https://www.emeraldinsight.com/doi/abs/10.1108/EEMCS-09-2014-0224?journalCode=eemcs |
| repository_type |
Digital Repository |
| institution_category |
Local University |
| institution |
International Islamic University Malaysia |
| building |
IIUM Repository |
| collection |
Online Access |
| language |
English English |
| topic |
HF5001 Business. Business Administration HF5387 Business ethics HF5410 Marketing. Distribution of products HF5717 Business communication HF5801 Advertising |
| spellingShingle |
HF5001 Business. Business Administration HF5387 Business ethics HF5410 Marketing. Distribution of products HF5717 Business communication HF5801 Advertising Abdul-Latif, Samshul-Amry Abdul-Talib, Asmat-Nizam Boycott and racism: a loaf of bread is just a loaf of bread |
| description |
This case study highlights the importance of effective communications and marketing strategies for responding to sensitive issues involving racism and politics.
Although GBKL took the necessary actions by addressing the allegations in Malay, English and Mandarin newspapers, the calls to boycott continued to circulate for almost two years. To make matters worse, the problem evolved into something bigger and more complicated when elements of politics and ethnicity were incorporated.
However, GBKL managed to address the issue and distance themselves from any political and racial fallout. Today, GBKL maintains its market leadership position in the packaged bread industry but they need to remain on their toes and be alert for any unexpected events which could affect them. GBKL has publicly reiterated that they are not racially biased toward or against any ethnic groups or politics. They have also asserted that their products are for everyone regardless of creed, religion, ethnic groups and so on. |
| format |
Article |
| author |
Abdul-Latif, Samshul-Amry Abdul-Talib, Asmat-Nizam |
| author_facet |
Abdul-Latif, Samshul-Amry Abdul-Talib, Asmat-Nizam |
| author_sort |
Abdul-Latif, Samshul-Amry |
| title |
Boycott and racism: a loaf of bread is just a loaf of bread |
| title_short |
Boycott and racism: a loaf of bread is just a loaf of bread |
| title_full |
Boycott and racism: a loaf of bread is just a loaf of bread |
| title_fullStr |
Boycott and racism: a loaf of bread is just a loaf of bread |
| title_full_unstemmed |
Boycott and racism: a loaf of bread is just a loaf of bread |
| title_sort |
boycott and racism: a loaf of bread is just a loaf of bread |
| publisher |
Emerald Publishing |
| publishDate |
2015 |
| url |
http://irep.iium.edu.my/61157/ http://irep.iium.edu.my/61157/ http://irep.iium.edu.my/61157/1/A%20loaf%20of%20bread%20is%20just%20a%20loaf%20of%20bread%20-%20resubmission%202c%20-%20proof%20read%20-%20irep.pdf http://irep.iium.edu.my/61157/7/61157%20Boycott%20and%20racism%20-%20a%20loaf%20of%20bread%20is%20just%20a%20loaf%20of%20bread-%20abstract.pdf |
| first_indexed |
2023-09-18T21:26:44Z |
| last_indexed |
2023-09-18T21:26:44Z |
| _version_ |
1777412241600020480 |