Goya Foods, Inc.: Boycott or Buycott Due to the CEO's Political Stance
(6 pages of text)
Case (Pub Mat)
Robert Unanue, chief executive officer (CEO) of Goya Foods, the largest Hispanic food company in the United States, came under criticism on July 9, 2020, when as an invited guest at the White House, he praised the US President. Upset community members boycotted Goya products. Supporters of the US president, on the other hand, began to buycott. Experts mentioned that weighing into political opinion before the 2020 US presidential election was a bad business decision for any corporate entity. Was Unanue wrong in sharing his opinion? What could the possible impact of the boycott be on Goya’s revenues? What should Unanue do to manage the company’s reputation?
This case is intended for use in undergraduate- or graduate-level courses on marketing management, the principles of marketing, consumer behaviour, strategic marketing, and public relations. The case elaborates on the boycott challenges faced by a firm when the CEO publicly shares political opinions. The case further highlights, how in the past other firms coped with such controversies and the effect on the firms in doing so. After working through the case and assignment questions, students will be able to
- understand if consumers are affected by the political stance of firms;
- critically analyze if CEOs should share their political opinions publicly;
- explore strategies a firm can take to stop boycotts arising out of the political opinions of a CEO; and
- critically analyze the net impact on a firm’s revenues when some consumers boycott while others buycott the firm’s brands.
United States, Large, 2020
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