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Abstract
In 1994 Nestle, the world's largest food company, faced a call by the General Synod of the Church of England for consumers to boycott Nescafe, and for the disinvestment of £1.1million in Nestle. This was the latest in a series of protests the company had faced in the past 20 years, primarily directed at its alleged immoral and unethical behaviour in promoting the sale of Infant-Formula products to Third World mothers. Despite winning a prolonged legal battle against the protesters, the company believed that its public image had been seriously damaged. The case invites students to consider the range of marketing activities that raise social questions of a company, and to explore their own thinking and opinions on specific marketing practices. It also requires students to evaluate Nestle's marketing activities in terms of their impact on the company, consumers, and society in general.
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Abstract
In 1994 Nestle, the world's largest food company, faced a call by the General Synod of the Church of England for consumers to boycott Nescafe, and for the disinvestment of £1.1million in Nestle. This was the latest in a series of protests the company had faced in the past 20 years, primarily directed at its alleged immoral and unethical behaviour in promoting the sale of Infant-Formula products to Third World mothers. Despite winning a prolonged legal battle against the protesters, the company believed that its public image had been seriously damaged. The case invites students to consider the range of marketing activities that raise social questions of a company, and to explore their own thinking and opinions on specific marketing practices. It also requires students to evaluate Nestle's marketing activities in terms of their impact on the company, consumers, and society in general.
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