In industries being disrupted by new entrants, incumbents have the advantages of entrenched regulation and long-time political ties. But new entrants are fighting back with novel strategies, such as petitions, partnering with charities, or sponsoring consumer clubs, in hope of making their customers their allies.
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New research in progress from Professor Guy Holburn and Assistant Professor Davin Raiha looks at the power of mobilizing customers or other stakeholders, such as employees and suppliers, to become political advocates.
“This is sometimes an overlooked approach for how firms can be proactive in managing their government relations,” said Holburn.
