MSU IBC/CIBER Research Roundtable Series: Withdrawal of Brands as Response to War Conflict

Date

Monday, March 11, 2024 2:00 PM - 4:00 PM

Description

The roundtable discussion will be centered on the global brands’ responses to geopolitical instability. We will explore the issue of withdrawal from a host market as a response to institutional disruptions and war conflict. The conversation will be driven by the role of brand equity, reputation, and brand image in the context of institutional disruptions and whether the withdrawal is facilitated or impeded by these factors. Theoretically, market withdrawal will be explored through lenses of political risk, stakeholders, and resource dependence. We will review methodological issues arising in studying market withdrawal. Preliminary findings from the empirical study of brands’ exit from the Russian market in 2022-23 will be presented.

 

Meet the Speaker: Alex Krasnikov

Alexander V. Krasnikov, PhD is an Assistant Professor of Marketing, Graduate School of Business, Nazarbayev University and Affiliate Faculty, Center for Anti-Counterfeiting and Product Protection, Michigan State University. He is research scholar at the Center for Research Technology and Innovation Kellogg School of Management, Northwestern University.His expertise falls in the areas of marketing metrics, financial impact of marketing, brand equity, intellectual property (IP), and marketing in the emerging markets. He specializes in application of Big Data techniques and natural experiments in the analysis of the branding strategies and consumer reactions to policy interventions. He published his research in the Journal of Marketing, Journal of Marketing Research, and Journal of International Marketing. He is a member of Global Marketing Special Interest Group at the American Marketing Association and academic task force at the International Trademark Association. He serves on the editorial review board of the Journal of International Marketing.

Location

Eppley 401 Conference Room, Broad