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Startups are turning customers into lobbyists

  • Harvard Business Review
  • |
  • Oct 27, 2017
Startups are turning customers into lobbyists

Ivey faculty Guy Holburn and Davin Raiha teamed up to find that industry disruptor firms like AirBnB, Tesla and Uber are fighting entrenched regulation by using a strategy straight out of the playbook of environmental activists.

In a piece for the Harvard Business Review, Holburn and Raiha suggest these emerging companies are effectively mobilizing stakeholders to become political advocates. Specifically, they found firms mobilize their customers – one important stakeholder group – in three primary ways: online petitions, partner organizations and consumer clubs.