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Arik Ben-Zvi on the politicization of commerce and why brands should be prepared

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Corporate leaders must acknowledge the charged partisan atmosphere in which we all now live and plan for the situations that could thrust them into the vortex of these charged debates. Immigration is one such issue, but many others ranging from a company’s stand on same-sex marriage to its decision on whether or not to advertise on Fox News host Sean Hannity’s show are cropping up every day.

Preparing for the possible controversies to come will at least enable businesses to navigate this complex terrain in a way that is consistent with their values, brand and relationship with their customers. Oh, thank heaven.

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