Publications
Publications
- July 1, 2024
- Harvard Business Review (website)
Research: Speed Matters When Companies Respond to Social Issues
By: Alison Wood Brooks, Jimin Nam, Maya Balakrishnan and Julian De Freitas
Abstract
Companies and their leaders face new pressures to make public statements about controversial and sometimes divisive social and political issues. New research shows that timing matters: consumers perceive a relationship between speed and authenticity, and discount statements from companies that wait too long to respond. Leaders can use four questions to understand when and how they should shape their response.
Keywords
Citation
Brooks, Alison Wood, Jimin Nam, Maya Balakrishnan, and Julian De Freitas. "Research: Speed Matters When Companies Respond to Social Issues." Harvard Business Review (website) (July 1, 2024).