References
- Fournier, S., Srinivasan, S., & Eckhardt, G. (2022). Gaining legitimacy by managing a brand’s sociopolitical risks. (Working Paper). Boston University Questrom School of Business.
- Fournier, S., Srinivasan, S., & Marrinan, P. (2021). Turning socio-political risk to your brand’s advantage. NIM Marketing Intelligence Review, 13(2), 18-25.
- Hsu, L., Fournier, S., & Srinivasan, S. (2016). Brand architecture strategy and firm value: How leveraging, separating, and distancing the corporate brand affects risk and returns. Journal of the Academy of Marketing Science, 44(2), 261-280.