Research reveals corporate strategy to support Black-owned businesses, avoid backlash

Black History Month is a time to reflect on the historical sacrifices of African Americans and celebrate their important contributions to society. Increasingly, it also has become an opportunity for brands—ranging from Coca-Cola to Sephora—to foster connections with consumers who value diversity, according to Oren Reshef, an assistant professor of strategy and entrepreneurship at Olin Business School at Washington University in St. Louis.