Some Chicago Boyz know each other from student days at the University of Chicago. Others are Chicago boys in spirit. The blog name is also intended as a good-humored gesture of admiration for distinguished Chicago School economists and fellow travelers.
So Dove, a venerable brand of bar soap (owned by Lever Brothers, AKA Unilever, which has an enormous stable of household brands) looks to have trod heavily on its metaphorical private parts in falling for the supposed magic of an internet celebrity “influencerâ€, a woman who bears a notable resemblance to the Venus of Willendorf and is a malicious racist besides. I swear, I wonder if someone has spiked the coffee urns or the water coolers at whoever is the most currently popular advertising agency with hallucinogenic compounds, or if the advert creators and the approving corporate C-suite executives have all just drunk too deeply of the magical diversity madness. There is a place for edgy – and it’s not with mainstream commodities with a long history of appealing to a wide segment of consumers. On recent examination, I deduce that they are not teaching this in marketing classes lately.
… but fools will learn in no other, as the old saying has it – and ‘dear’ in this sense means ‘expensive’. From all reports concerning the marketing debacle over Bud Light beer, the marketing executive responsible, one Alissa Gordon Heinerscheid is about to learn one of those very dear lessons. When someone sits down to write a history of bad marketing decisions in modern times, this is going to be one of the more spectacular chapters. Amazing that someone so expensively educated in the marketing trade could fall so spectacularly flat-footed. Somewhere back in the mists of time, someone must have imparted the wisdom that alienating the old core market for your product before appealing to the new core market was a bad move. A very bad move.
Here.
Abstract:
This paper provides a case study of the acquisition of Twitter by Elon Musk. Our analysis indicates that when negotiating the sale of their company to Musk, Twitter’s leaders chose to disregard the interests of the company’s stakeholders and to focus exclusively on the interests of shareholders and the corporate leaders themselves. In particular, Twitter’s corporate leaders elected to push under the bus the interests of company employees, as well as the mission statements and core values to which Twitter had pledged allegiance for years.
Our analysis supports the view that the stakeholder rhetoric of corporate leaders, including in corporate mission and purpose statements, is mostly for show and is not matched by their actual decisions and conduct (Bebchuk and Tallarita (2020)). Our findings also suggest that corporate leaders selling their company should not be relied upon to safeguard the interests of stakeholders, contrary to the predictions of the implicit promises and team production theories of Coffee (1986), Shleifer-Summers (1988) and Blair-Stout (1999).
There is tension between the interests of owners and those of other “stakeholdersâ€, which is why the interests of non-owner stakeholders require justification as in the linked article. The authors beg the question — they assume stakeholder interests are comparable to owner interests — then find a problem because Musk values his ownership interest in Twitter above the interests of the people he bought out and of the company’s non-owner employees. So what should Musk get in exchange for the $billions he spent? Arguments for more stakeholder rights are arguments for less property rights.
So, by a curious coincidence, my address has been tagged by a long-time and established polling organization, to receive increasingly plaintive pleas for any adult in the household to participate in whatever line of questioning on important matters which they have been asked to research. I guess that someone doing basic research has tagged my residence as representative of a demographic, based on value of home, area of address, ethnic background, income, education, profession … or whatever judgment is used to select respondents for national surveys. One of those mailers even included a $5 bill as token of earnest intent. I pocketed the bill – hey, five bucks that I didn’t have before – and threw the rest of it in the recycle bin.
Time was when I would have been Nancy Nice Person and signed on to give my opinion – hey, I signed up to review movies and books, yea these many years ago, mostly for the freebies which that exercise offered, and once again to give judgment on various surveys that my local grocery store chain offers (in hope of scoring one of those drawings for gift cards) but all that is merely a matter of consumer aesthetics and tastes. This polling enterprise is on a whole ‘nother level. It may touch on the political, and that – like the electrified rail in subway routes – is a thing that I will not venture in these present times. Although I post here, on matters social and political, it is not with my given legal name and residential address firmly attached to said opinions and comment.