Quand les P-DG deviennent des activistes

Excellent article de Carmen Nobel publié ce 20 avril 2016 dans Forbes sous le titre « When CEOs Become Activists ».

The actions of PayPal’s Schulman and other CEOs is an example of a phenomenon that Harvard Business School professor Mike Toffel and his coauthor at Duke’s Fuqua School of Business, Aaron Chatterji, call “CEO activism,” in which corporate executives speak out about social or environmental issues not obviously related to their core businesses.

In their paper “Do CEO Activists Make a Difference? Evidence from a Field Experiment,” the researchers address two key questions: One, can CEO activism sway public opinion about controversial issues like civil rights and climate change? Two, in terms of consumer response, does CEO activism affect customer perceptions about the company? (They recently discussed the paper in the New York Times.)

À la prochaine…

Ivan Tchotourian

Ce contenu a été mis à jour le 20 avril 2016 à 23 h 13 min.