From Bottles to Bombs: The Role of Success and Occupying a Unique Niche in Organizational Transformation

Abstract

This study focuses on the transformation of a social movement organization, the Infant Formula Action Coalition (INFACT). INFACT was founded in 1977 by a few individuals concerned about the effects of marketing infant formula in less developed countries. They initiated an international campaign, centered around a boycott of the Swiss corporation Nestle, aimed at stopping certain marketing practices of manufacturers of infant formula. As success in this activity became apparent, leaders of INFACT began a lengthy planning process for a new campaign. The dynamics of the process that led to the selection of the nuclear weapons industry as a new target are described in this research.