“You just don’t know what’s going to happen when you get out there and do something like this,“ says the Tuck School of Business’ Paul Argenti in an Associated Press story about marketing campaigns that backfire, such as the recent Starbucks plan to have its baristas write “Race Together” on customers’ coffee cups in hopes of sparking conversations about race.
“To be focused on the big issues of the day is a great idea, but what’s the right venue? Not waiting in a rush line in the morning,” says Argenti, a professor of corporate communication.
Read the full story, published 3/27/15 by The Associated Press via The New York Times.
