ABSTRACT
The five case studies presented in this chapter aptly illustrate many of the points made about boycotts, social responsibility in business, and ethical purchase behaviour. The cases are illustrations of the market, specifically in consumer boycotts, being used in the social control of business. The cases describe the boycott of Barclays and other firms over their links with South Africa, of Tarmac and MAN-VW over their involvement in cruise missile contracts, of Douwe Egberts over its processing of Angola coffee, of Nestle over its marketing of baby milk to the Third World, and of California grapes over farm worker unionisation. How the firm reacts to the boycott, as the Nestle case in particular shows will influence boycott effectiveness and success. Four management strategies were evident in the cases: ignore, fight, fudge/explain, or comply. Barclays' response illustrates the fudge/explain strategy, as does that of MAN-VW.
