MBA Masterclass
Should brands take a stance in geopolitical crises?
Experience an MBA class firsthand! Join this Masterclass with Prof. Laetitia Mimoun.
Should brands take a stance in geopolitical crises or remain neutral?
As global tensions increasingly shape public discourse, companies face growing pressure to speak up. But what does taking a stance actually mean in practice, and when does it create value versus backlash?
This Masterclass will introduce a practical framework based on research into brand activism and controversy.
You will learn:
- The three ways in which brands engage in societal debates
- Real-world examples of brand responses in high-stakes geopolitical contexts
- Why some brand interventions are perceived as authentic, while others are seen as opportunistic
- A simple decision framework to assess the credibility and risks of brand action.
We will close with a discussion on how brands can navigate geopolitical crises, balancing risk, responsibility, and long-term brand impact.
Type (Don't capitalize)
Masterclass
Join the event link
https://escp-eu.zoom.us/webinar/register/7417658946617/WN_rKk3jkSKRFCzwVkVWd51hQ
Localisation
ESCP Europe Campus Paris
Organiser
ESCP Business School
Campus
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On campus
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online
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Online
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Masterclass
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