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 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.