Product details

The hundred year banana giant Chiquita has many stories which have been told again and again. Some talking about how such a powerful brand came into existence, and some about the darker side revealing the crimes it had perpetrated. The case looks at how a battered Chiquita, is driven by the market forces to rebuild its image, which changed from that of a powerful monopoly to that of devious mammoth involved in political, legal, labor, environmental and economic controversies. Chiquita used Corporate Responsibility as a tool to regain the trust it had lost over the years. While the efforts seem to be taking root, allegations keep on coming which again casts the suspicion over the beleaguered giant. The case looks at how Chiquita Brands International Inc came into existence, the strategies it used to gain markets, the darker aspects and the efforts at bringing about a transformation. While Chiquita persists in its efforts to be a responsible corporate citizen, its shady past and the recent revelations, cast a doubt whether its initiatives are genuine or merely a charade.