Reckoning with Jemima Case Study

1. Why did it take Quaker Oats so long to retire the Aunt Jemima brand? Was the denial and/or deferral "strategic"?
2. What can strategy tell us about what value mattered, and especially for whom? What strategic trade-offs has Quaker Oats made in the 130 year history of the Aunt Jemima brand? What role did racial considerations and conversation play in these strategic trade-offs?
3. What do you think about the timing of Quaker Oat's announcement? Would you have recommended the announcement be made at an earlier point in the evolution of the Black Lives Matter movement?
4. How does the timing of the brand retirement announcement influence the value creation-capture-redistribution dynamics?