Nike, Starbucks, Goya Foods: Despite the shitstorm, companies can benefit from boycott calls. The force of a shitstorm on social media often has an intimidating effect on companies.
However, current case studies give the all-clear: no economic damage is to be expected - in fact, a gain. Read manager magazine and Harvard Business Manager as an e-paper in the manager app for just €24.99 per month. You can cancel your subscription at any time in your iTunes account settings.