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CEO makes stupid and unpopular moves because Trumpism appears to be gaining steam. CEO takes it further once Trump is confirmed in election. CEO finds out that voter apathy is not the same thing as support: most Americans aren't hateful bigots, they just aren't politically active enough to stop the hate mongers. Profits drop. CEO gets golden parachute for fucking up.
Isn't corporate america great?
In America, you get rewarded for fucking up so badly.
Only if you're rich
Shareholders should be demanding his head.
A simple lesson for business leaders, consistency of brand should be a priority.
When you pivot to try to appeal to a 'new image', those coveted new consumers are not going to be eager to re-evaluate you in their favor anyway. So all you do is piss off the customers that you had successfully courted. As seen in many comments in this thread, it's hard to turn back, the 'new' consumer base still doesn't want you and the 'old' consumer base is pissed.
Target really does not want to try to compete on prices/margin, so they can hardly afford to screw up this way.