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Staying Politically Neutral Is More Dangerous For Companies Than You Think
A series of controlled experiments finds that consumers punish businesses when they don’t stand up for their core values
Feb 06, 2017
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Daniel Korschun
Daniel Korschun is the Stephen Cozen Research Scholar in Marketing and an Associate Professor of Marketing at Drexel University’s LeBow College of Business. He is a fellow of the Institute for Strategic Leadership and the Center for Corporate Governance at LeBow.\r\n\r\nDr Korschun's expertise is in employee and customer reactions to corporate activities at the intersection of business and society. His current work examines reactions to companies that take political stands.\r\n\r\nHis work appears in leading academic journals such the Journal of Marketing, Academy of Management Review, MIT-Sloan Management Review, Journal of the Academy of Marketing Science, Journal of Public Policy & Marketing, Journal of Business Research, and the Journal of Business Ethics.\r\n\r\nHe is the author of two books. His latest book, We Are Market Basket (co-authored with Grant Welker, AMACOM), tells the true story of a grassroots movement to reinstate a beloved CEO and save a $4.5 billion supermarket chain. His previous book Leveraging Corporate Responsibility (co-authored with C.B. Bhattacharya and Sankar Sen, Cambridge University Press) provides guidance to companies on how to best configure corporate responsibility initiatives.\r\n\r\nKorschun advises managers on corporate communications.
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