Michael McCain: Tweeting on the Maple Leaf Foods Account On January 12, 2020, Michael McCain, the president and chief executive officer (CEO) of Maple Leaf Foods Inc., posted four tweets on the company's social media platform, venting his anger at the US administration over a civilian airplane shot down in Iran. Specifically, he expressed his anger at the loss of lifeincluding that of the wife and 11-year-old son of an employee of Maple Leaf Foodswhich, according to McCain, stemmed from a needless, irresponsible series of events in Iran. McCain cast blame on US president Donald Trump for escalating tensions with an ill- conceived plan to divert focus from political woes. Should McCain, as CEO, have expressed his personal views on Maple Leaf Foods' Twitter feed? Would his tweets damage the company's brand and destroy shareholder value? 1. Should the board be involved in the CEO's decision to take public stances on controversial issues? If the board determines the net impact of the CEO's decision to take public stances to be negative, should it prevent the CEO from speaking up? (11 points) 2. Which three stakeholders would be the most affected by the Maple Leaf CEO's public statements and why? (3 points) 3. Did the Maple Leaf CEO show poor judgment by expressing personal values in this context? Discuss at least three factors to substantiate your answer (11 points).

1. Michael McCain: Tweeting on the Maple Leaf Foods Account
On January 12, 2020, Michael McCain, the president and chief executive officer (CEO) of Maple
Leaf Foods Inc., posted four tweets on the company's social media platform, venting his anger at
the US administration over a civilian airplane shot down in Iran. Specifically, he expressed his
anger at the loss of lifeincluding that of the wife and 11-year-old son of an employee of Maple
Leaf Foodswhich, according to McCain, stemmed from a needless, irresponsible series of events
in Iran. McCain cast blame on US president Donald Trump for escalating tensions with an ill-
conceived plan to divert focus from political woes. Should McCain, as CEO, have expressed his
personal views on Maple Leaf Foods' Twitter feed? Would his tweets damage the company's
brand and destroy shareholder value?
1. Should the board be involved in the CEO's decision to take public stances on controversial
issues? If the board determines the net impact of the CEO's decision to take public stances to be
negative, should it prevent the CEO from speaking up? (11 points)
2. Which three stakeholders would be the most affected by the Maple Leaf CEO's public
statements and why? (3 points)
3. Did the Maple Leaf CEO show poor judgment by expressing personal values in this context?
Discuss at least three factors to substantiate your answer (11 points)