MARKETING AND MINORITY CIVIL-RIGHTS - THE CASE OF AMENDMENT-2 AND THECOLORADO BOYCOTT

The position marketers adopt on minority civil rights issues can have significant economic consequences. Consequently, marketers are faced w ith the complex task of ascertaining whether and how to adapt a positi on on particular minority civil rights legislations, while trying to g auge the effect of that position on their stakeholders and profits. Th e author examines the confluence of marketing and minority civil right s by considering the case of Amendment 2 and the ensuing Colorado boyc ott. He traces the events that led up to Amendment 2, describes the co nsumer backlash that followed, and assesses the economic impact of the boycott. He then discusses the lessons proffered by the Colorado case to marketers regarding their involvement and possible role in this do main of public policy.