Brand Hostage - How NGOs achieve their Strategic Goals on a Reputational Battlefield
Purpose: The purpose of the study is to explore the phenomenon of brand hostage, with the aim to develop a framework and a definition for a deeper understanding of its modus operandi. Relevance: Over the past two decades, disruptive and successful NGO campaigns have increasingly targeted corporations, which makes the topic a major concern for managers. Nevertheless, both from an academic and prac
