Many Komen supporters switched their donations to Planned Parenthood after the negative
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Many Komen supporters switched their donations to Planned Parenthood after the negative public publicity. Use the concept of share of wallet to explain why this might have happened. |
Sample Response
Share of wallet refers to the portion of resources belonging to customers that are allocated to one organization from among the set of competing organizations. When Organization SGK dismissed its grants to Organization PP due to political reasons, it received major negative publicity and lost the support of many employees, supporters, and donors.
Hence, these donors switched their share of wallets to Organization PP to lend their support to them and withdrew their support from Organization SGK. It is because all customers have limited resources and they allocate their resources according to their preferences. Due to the dismissal of grants by Organization SGK, the donors' preferences were altered and switched to Organization PP.
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