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Professor Brayden King of Kellogg’s Management & Organizations department has section two
researched what conditions are necessary for a successful protest. Read this except from a
blog post he wrote. /

from How Protests Matter
Brayden King Dolores Huerta
A […] study of mine (coauthored with Sarah Soule) shows that protests generate information
that people use to evaluate their targets. We show that protests against corporations lead to a
.4 to 1% decline in the stock price of that company during a two-day window around the protest.
The result demonstrates that when activists protest, investors listen. The protests are generating
some type of information, which likely varies across protests, that makes investors worry about
the value of the asset. In some cases, the protest may cause investors to be concerned about the
soundness of a particular corporate policy or practice but in other cases they may interpret the
protest as a signal that consumers will be unhappy with the company. The point is that the
protest generates information and shifts public attention to a problem that prior to the protest
was ignored. If it wasn’t being ignored prior to the protest, then the price would never have
fluctuated because the information would already be reflected in the stock price. […]
Explain how Huerta might react to Professor King's conclusions.

Los Angeles, Jack Benton, who really helped Robert Kennedy ran for the presidency back in
push that bill. [Governor] Reagan vetoed the bill 1968, farm workers who had a Robert Kennedy
four times. We first got it out of the Assembly bumper sticker on their cars were immediately
back in 1961. I remember one of the farm fired from their jobs. And they couldn’t take any
workers said at that hearing, “They are going to kind of activity, like registering to vote, or do any
get a person to the moon before we get political action because they were fired. So, when
unemployment insurance for farm workers,’’ and you see where we are at now, we have come a
they did. A man landed on the moon before farm long way in the changes that have been made.[…]
workers got unemployment insurance. Isn’t that When we think of how the changes were
incredible? But we finally got unemployment made, the way that you make change, social
insurance that we finally have now. And Cesar change is so simple, but people don’t believe it.
said, “We won’t get unemployment insurance You know I’ve been in the movement now since
until we organize the union.” I was twenty-five years old, maybe some of you
There was a time when farm workers are younger than I was then, and I look back and
couldn’t get any kind of welfare. Again, if they I see all of the things we’ve done, and even to
were out of work, they couldn’t get it. Back in myself it’s hard for me to believe how we made
1963, we did a big campaign and we got farm the changes that we made and how we made
workers covered under welfare so if farm workers them. The changes that were made were made
were out of work they could at least get welfare. by people that were like the poorest of all, people
Of course they had no kind of job security. When that didn’t know how to read or write, people
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