Abstract
Following 20 years of oil drilling operations in Ecuador, native tribes in the Amazon Rain Forest sued Texaco’s Texpet subsidiary over environmental pollution. The company undertook its own cleanup operations before exiting the country in 1992. As a result of Chevron’s acquisition of Texaco, the same native tribes sued the newly formed ChevronTexaco for $19 billion. Chevron has pursued a Standard Oil-style defense refusing to financially settle the lawsuit.
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© 2014 Mark L. Robinson
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Robinson, M.L. (2014). Chevron versus Ecuador: How a Strong Brand Defends Itself. In: Marketing Big Oil: Brand Lessons from the World’s Largest Companies. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137388070_11
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DOI: https://doi.org/10.1057/9781137388070_11
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-48226-9
Online ISBN: 978-1-137-38807-0
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