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Kim Whitler: A Top B-School Professor Shares Research on Brands Taking a Stand on Social and Political Issues
FromCMO Confidential
Kim Whitler: A Top B-School Professor Shares Research on Brands Taking a Stand on Social and Political Issues
FromCMO Confidential
ratings:
Length:
33 minutes
Released:
Jun 20, 2023
Format:
Podcast episode
Description
Episode 23 - A CMO Confidential Interview with Kim Whittler, business professor at the Virginia School of Business and former GM and CMO. Kim joins us for a second time on the red-hot issue of sociopolitical stands and describes why descriptive corporate research ignores consequences and trade-offs and is often wrong versus longer-term broader academic studies. Key topics include understanding the difference between "self interest" and "company interest," simultaneously managing consumer, employee and investor constituencies, preventing dangerous groupthink, fiduciary responsibility, the complexity of truly knowing "the right" thing, the asymmetric risks of picking a side, and CMO's that forget to represent their customers and investors. She shares many examples including Disney, Coke, Nike and Budweiser.
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See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Released:
Jun 20, 2023
Format:
Podcast episode
Titles in the series (66)
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