Gillette and the #MeToo Movement
商品編號：9B20M127
出版日期：2020/07/02
再版日期：2020/07/30
商品來源：
商品主題：General Management/Strategy; International Business
商品類型：Case (Pub Mat)
涵蓋議題：#MeTooMovement;management preferences;fiduciary responsibility;consumer advertising
難易度：4 - Undergraduate/MBA
內容長度：15 頁
地域：United States; United States
產業：Other Services;
事件年度：2019
On January 13, 2019, the Gillette Company aired the advertisement “We Believe: The Best Men Can Be.” After the airing, both the company and its chief executive officer were subjected to backlash. The advertisement, launched amid the Gillette brand’s declining market share, addressed the #MeToo movement, sexism in the boardroom, and bullying, and asked viewers, “Is this the best a man can get?” Although the advertisement was intended to challenge men to end toxic masculinity and abuse, it became both the most liked and the most disliked advertisement in YouTube’s history. Six months after the airing, The Procter & Gamble Company, reported a US$8.3 million writedown in its Shave Care business, represented by the Gillette brand, leading some observers to wonder whether the polarizing reactions to the advertisement had led to the writedown. What was The Gillette Company’s fiduciary responsibility in the era of the #MeTooMovement? Should its chief executive officer and visionary of the controversial advertisement be fired? Should he be promoted for confronting such a serious societal issue? Or should no change be made in the corporate structure?
教學手冊：8B20M127;
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