The Effectiveness of Marketing Policy Boycotts: Environmental Opposition to Marketing
研究了抗议团体通过抵制迫使组织修改被认为有害的营销政策的有效性，提出了相关理论并进行了检验。
Marketing strategists assert that environmental management is a critical marketing task. However, little attention has been given to environmental forces that actively oppose an organization's marketing policies. Protest groups often use boycotts in an attempt to coerce an organization to modify allegedly harmful marketing policies. The author proposes and tests a theory of the effectiveness of such boycotts.