January 26th, 2012 from Harvard Business Review
HBR reports that 70% of consumers have avoided making a purchase because of the products parent company.
Parent companies are learning fast how to manage their new consumer relevance. Aware that information about them can be a key stroke away, they are disclosing more in the name of transparency.
Marketers need to understand how company and brand reputation are intertwined, and how it affects the customer journey.
http://blogs.hbr.org/cs/2012/01/in_a_new_era_for_marketing_par.html