Don’t Let Your Strategy Be Hijacked: How Companies can Preempt and Manage Consumer Backlash

Carsten Lund Pedersen; Thomas Ritter

Don’t Let Your Strategy Be Hijacked: How Companies can Preempt and Manage Consumer Backlash

Carsten Lund Pedersen, Thomas Ritter

Research output: Contribution to journal › Journal article › Research

Original language	English
Journal	MIT Sloan Management Review
Number of pages	6
ISSN	1532-9194
Publication status	Published - 25 Jun 2020

Keywords

Customer behavior
Customer engagement
Market strategy
Online communities
Product marketing
Social media

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https://sloanreview-mit-edu.esc-web.lib.cbs.dk:8443/article/dont-let-your-strategy-be-hijacked/Licence: Unspecified

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Cite this

@article{8017db533d2b450a88ebb34f9f91362e,

title = "Don{\textquoteright}t Let Your Strategy Be Hijacked: How Companies can Preempt and Manage Consumer Backlash",

keywords = "Costumer behavior, Customer engagement, Market strategy, Online communities, Product marketing, Social media, Customer behavior, Customer engagement, Market strategy, Online communities, Product marketing, Social media",

author = "{Lund Pedersen}, Carsten and Thomas Ritter",

year = "2020",

month = jun,

day = "25",

language = "English",

journal = "MIT Sloan Management Review",

issn = "1532-9194",

publisher = "MIT Press",

}

TY - JOUR

T1 - Don’t Let Your Strategy Be Hijacked

T2 - How Companies can Preempt and Manage Consumer Backlash

AU - Lund Pedersen, Carsten

AU - Ritter, Thomas

PY - 2020/6/25

Y1 - 2020/6/25

KW - Costumer behavior

KW - Customer engagement

KW - Market strategy

KW - Online communities

KW - Product marketing

KW - Social media

KW - Customer behavior

KW - Customer engagement

KW - Market strategy

KW - Online communities

KW - Product marketing

KW - Social media

M3 - Journal article

SN - 1532-9194

JO - MIT Sloan Management Review

JF - MIT Sloan Management Review

ER -