The #BoycottGoya Trend: Does Social Media Cancel Culture have an Impact on Business?
| Case Code: MKTG449 Case Length: 12 Pages Period: 1920-2022 Pub Date: 2023 Teaching Note: Available |
Price: Rs.400 Organization : Goya Foods, Inc. Industry :Food & Beverage Countries : United States Themes: Communication Strategy, Social Media, Reputation Management,Leadership Style |
Abstract Case Intro 1 Case Intro 2 Excerpts
History of Goya
In 1936, Unanue’s grandparents, Don Prudencio Unanue (Prudencio) and Carolina, emigrated from Spain to the US. They saw that there was market potential for certain foods among Hispanic families in the regions of New York and New Jersey. So, they set up a store called “Unanue and Sons” to sell various food products, which included olive oil and sardines, that would appeal to Hispanics. Later, Prudencio purchased the name ‘Goya’ from a Moroccan sardine importer for US$ 1, as he thought that it would be easier for people to pronounce it rather than his own last name that was pronounced as oo-NA-new-way (Unanue). He then formed Goya Foods, Inc. to operate his business..
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