Clashing Values, Firm Identity, and Changing Social Norms: The Case of Chick-fil-A


This case study describes the public relations disaster surrounding remarks by a top executive of the fast food company Chick-fil-A regarding gay marriage. The public backlash and the related changed perception of the restaurant have brought the company’s celebrated corporate culture and future into question. This case discusses the history and culture of Chick-fil-A as well as the strategic decisions which the chain has made, how their corporate values have clashed with the changing social environment in America and the resulting implications for firm performance.

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