DATE

COMPANY

MAGNITUDE

TOPIC

IMPACT SCORE

EVENTUAL OUTCOME

6/25/18

228

Moves operations outside US due to tariffs

Impacted future revenues and stock price

7/12/18

92

Socially responsible marketing campaign

Marketing campaign was ineffective, didn’t drive revenues

9/3/18

174

Colin Kaepernick

Ad was controversial, but highly emotional and drove increased sales

11/29/18

30

Massive data 
breach

Consumer did not care, revenue impact was minimal

1/7/19

30

Potential for Dollar Tree to raise prices

Pricing discussions did not change consumer behavior and revenues

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