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Steps to Analyze a Brand's Support for Racial Justice or Anti-Racism

Step One:            Read the following article from the Harvard Business Review

  • Menon, G. and Kiesler, T. (2020). When a Brand Stands up for Racial Justice, Do People Buy It?org. https://hbr.org/2020/07/when-a-brand-stands-up-for-racial-justice-do-people-buy-it

Step Two:            Select a brand that has stood up for racial justice or anti-racism 

  • The brand you select cannot be one that has been discussed or in the above article.

Step Three:        In a few sentences, explain what the brand did in support of racial justice or anti-racism

  • Describe the action, ad, or campaign
  • Be sure to use your own words/paraphrase
  • Cite all sources, both within the document and in the corresponding Bibliography (APA)

Step Four:           Evaluate and (in a few sentences) report the Level of Participation and its Perceived Authenticity

  • The chart in the HBR article will be very helpful to you as you do this analysis
  • Report this information in your own words/paraphrase
  • Cite all sources, both within the document and in the corresponding Bibliography (APA)

Step Five:            Conclude by telling me (in a few sentences) if the Orientation of the Action is corporation or societally oriented.

  • Explain why you came to the conclusion you did
  • The chart in the HBR article will be very helpful to you here as well

 Step Six:              Organize your submission in a clear, easy-to-access, professional looking format

  • Divide the information up into several short paragraphs corresponding to the above steps
  • Feel free to use headings
  • Use graphic highlighting to draw attention to key info
  • Type your full name at the top of the page (name you prefer to be known as + last name)

 

You have followed the instructions and completed all six steps:                                              

It’s clear from your submission that you have read the HBR article and used the accompanying chart in your analysis:    

The report is grammatically solid/easy to understand and well-edited (correct spelling, capitalization, punctuation, etc.):

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