I wrote last week about the American Family Association’s Boycott against The Gap stores, and how poor it was from a strategic standpoint. You can read that post for some background, but today, various news sources revealed that Gap’s profit has increased by 25% – so much that’s it’s doing a $500 million stock buyback. If that’s not enough, the company is focused on increasing market share during the upcoming holidays. This is exactly why boycotts are dubious at best, and need to be part of a well thought out strategy. As I detailed in my last post, I really don’t see many reasons at all that Christian organizations should be boycotting companies like Gap. Come on folks, let’s learn how to engage the culture in a positive way for a change…
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September 22, 2010
June 25, 2009