This case study discusses the relevance of social and political factors in corporate decision making under a repressive regime, and the repercussions of those corporate decisions. The case study is divided in two parts. The first part focuses on IBM’s business decisions to continue its...

Past decades have witnessed the growing success of branding as a corporate activity as well as a rise in anti-brand activism. While appearing to be contradictory, both trends have emerged from common sources – the transition from industrial to post-industrial society, and the advent of...