The Mohammed cartoons controversy and the boycott of Danish products in the Middle East

This paper analyses the Mohammed cartoons controversy, the boycott of Danish products in the Middle East, and the consequences for the Danish companies involved.

The objectives have been achieved by means of a ideology‐critical discourse analysis of Danish newspaper articles on the subject.

The wider ramifications of an insult and freedom of expression discourse are shown. Managerial consequences of the boycott are outlined for Jyllands‐Posten and Arla Foods.

The paper is of value for researchers and managers who want to understand the politicisation of markets and the major consequences for management and marketing strategy.