What makes a boycott effective? Business professor/sociologist weighs in

In the wake of the Silver Bay City Council  ban of Bent Paddle beer, we wondered...how effective are boycotts anyway? Brayden King is professor of managment and organizations at the Kellogg School of Management at Northwestern University in Chicago. He talked with Ann Possis about why and when boycotts work, and explained how modern communications have changed the playing field.