Government should not pick winners and losers. The marketplace should.
Some choose to fight. Technology companies Apple Inc., Alphabet Inc., Amazon.com Inc., Microsoft Corp. and others have emerged as vocal critics of Trump’s immigration executive order. Starbucks Corp. Chief Executive Officer Howard Schultz, on the weekend that Trump’s immigration order was enacted, wrote that he had a “heavy heart” and that the coffee chain plans to hire 10,000 refugees over five years around the world. For companies with younger, urban and likely more liberal customers, standing up to Trump can be an effective strategy, and any critical response from the president can be emblematic of the values they want to convey.
“It really depends on who your customers are, what demographic they fit into and whether you want to play towards that or play statesman-like corporate CEO,” said Davia Temin, CEO of Temin and Co., a communications consulting firm.