28 THE SOCIAL BUSINESS JOURNAL ISSUE 02 Q1 2013 29Cascading effects can be initiated by enemies or competitors before this date, we will send a clear message that con- reviews, or if price is a priority, you might go to Priceline, to write negative reviews on the store???s website since theIn March 2011, conservative activist James O???Keefe, scious consumers won???t support companies with unethic