Which Type of Mass Layoff Triggers Greater Consumer Negative Reactions? I first encountered this paper when I attended the AMA CBSIG conference in Vienna last June, where the author presented their findings. At the time, I found it to be one of the most interesting papers in the entire conference and believed it had a strong potential for publication in a top-tier journal—which indeed turned out to be the case. Mass layoffs can be triggered by various factors, often associated with a company’s pursuit of greater efficiency and cost reduction. Such decisions frequently provoke negative public reactions. From a marketing perspective, however, a key question arises: when layoffs occur, does offshoring—relocating production to another country—lead to different consumer reactions compared to other reasons for layoffs? Join as a free member to stay updated and never miss any information! https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv