MBA Masterclass
Should brands take a stance in geopolitical crises?

Experience an MBA class firsthand! Join this Masterclass with Prof. Laetitia Mimoun.

Should brands take a stance in geopolitical crises or remain neutral?

As global tensions increasingly shape public discourse, companies face growing pressure to speak up. But what does taking a stance actually mean in practice, and when does it create value versus backlash?

This Masterclass will introduce a practical framework based on research into brand activism and controversy.

You will learn:

  • The three ways in which brands engage in societal debates
  • Real-world examples of brand responses in high-stakes geopolitical contexts
  • Why some brand interventions are perceived as authentic, while others are seen as opportunistic
  • A simple decision framework to assess the credibility and risks of brand action.

We will close with a discussion on how brands can navigate geopolitical crises, balancing risk, responsibility, and long-term brand impact.

Thursday, 11 June, 13h00 – 14h00 Register

Location

Organiser: ESCP Business School

Online - Masterclass

Map

Date

Start date: 11/06/2026

Start time: 1:00 PM

End time: 2:00 PM