International Marketing Under Political Uncertainty:How to Assess the Impact of Surrogate Consumer Boycott on MNEs’ Local Sales?

In international business, multinational enterprise (MNEs)’ products can be boycotted due to social and political issues that are related to the MNE’s country of origin. This type of consumer boycott is called a "surrogate boycott". A surrogate boycott is an interesting and informative setting to investigate MNE strategy and performance in the context where economic policies relate to contentious political issues. Such a setting shows how MNEs can achieve resilience under extreme uncertainty, and how stigmatised MNEs may operate in the local market. In surrogate boycotts, the country of origin effects and the legitimacy issues can be observed. By studying surrogate boycotts, IB scholars can engage the perspectives of consumers and protest groups within the sphere of International Business.