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Abridged version
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Reference no. 9-590-070
Authors: James E Austin
Published by: Harvard Business Publishing
Published in: 1990

Abstract

The new vice president of infant and dietetic products of Nestle Alimentana SA has to make recommendations on the company''s marketing programs for its infant formulas in developing countries. The US subsidiary is currently the target of a consumer boycott because of the company''s current and historical marketing programs. Introduces the question of using Western marketing techniques in the Third World, the problems of distributor control, and potential product misuse because of consumer poverty and ignorance. Provides a summary of the industry''s evolution and a chronology of the controversy. Recommended: ''Family Planning, Infant Mortality and Malnutrition'', by E Haubold, Swiss Review of World Affairs, March 1979.
Location:
Industry:
Size:
Large, USD12 billion sales
Other setting(s):
1978-1979

About

Abstract

The new vice president of infant and dietetic products of Nestle Alimentana SA has to make recommendations on the company''s marketing programs for its infant formulas in developing countries. The US subsidiary is currently the target of a consumer boycott because of the company''s current and historical marketing programs. Introduces the question of using Western marketing techniques in the Third World, the problems of distributor control, and potential product misuse because of consumer poverty and ignorance. Provides a summary of the industry''s evolution and a chronology of the controversy. Recommended: ''Family Planning, Infant Mortality and Malnutrition'', by E Haubold, Swiss Review of World Affairs, March 1979.

Settings

Location:
Industry:
Size:
Large, USD12 billion sales
Other setting(s):
1978-1979

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