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Compact case
Case
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Reference no. 596-040-1
Subject category: Marketing
Authors: T C Melewar (De Montfort University); John Saunders (Loughborough University)
Published in: 1996
Length: 5 pages
Data source: Published sources

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.
Location:
Industry:
Size:
GBP37 billion
Other setting(s):
1994

About

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.

Settings

Location:
Industry:
Size:
GBP37 billion
Other setting(s):
1994

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