Boycott and racism: a loaf of bread is just a loaf of bread

• Main Authors: Abdul-Latif, Samshul-Amry, Abdul-Talib, Asmat-Nizam
• Format: Article
• Language: English; English
• Published: Emerald Publishing 2015
• Subjects: HF5001 Business. Business Administration; HF5387 Business ethics; HF5410 Marketing. Distribution of products; HF5717 Business communication; HF5801 Advertising
• Online Access: 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; http://irep.iium.edu.my/61157/; https://www.emeraldinsight.com/doi/abs/10.1108/EEMCS-09-2014-0224?journalCode=eemcs

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...