Subject category:
Ethics and Social Responsibility
Published by:
IBS Center for Management Research
Length: 20 pages
Data source: Published sources
Topics:
SC Johnson; Bottom of the pyramid (BOP); Corporate social responsibility; Societal marketing; Base of the Pyramid markets; BOP strategy; Global environmental and safety actions; Greenlist; Building the ecosystem; Enterprise creation; Mutual value creation; Malaria prevention programme; Sustainability; Poverty alleviation
Abstract
The case discusses US based SC Johnson's involvement in designing and testing the Base of Pyramid (BOP) protocol. Since its inception, the company had initiated several corporate social responsibility initiatives for the benefit of its employees, environment and the communities in which it operated. When BOP protocol was launched in the year 2004, SC Johnson proactively extended its support to the protocol. In order to test the protocol, a team was sent by SC Johnson to Kenya to create mutual value for the company and the communities. The team went about testing the protocol in three stages and established a new channel to market SC Johnson's products to the BOP consumers. The company also worked with the Pyrethrum farmers in Kenya to find a sustainable source of natural pyrethrum. The success in few of the BOP ventures led SC Johnson to launch new products targeted specifically at BOP consumers.
Teaching and learning
This item is suitable for postgraduate courses.
Subject category:
Ethics and Social Responsibility
Published by:
IBS Center for Management Research
Length: 12 pages
Data source: Published sources
About
Abstract
The case discusses US based SC Johnson's involvement in designing and testing the Base of Pyramid (BOP) protocol. Since its inception, the company had initiated several corporate social responsibility initiatives for the benefit of its employees, environment and the communities in which it operated. When BOP protocol was launched in the year 2004, SC Johnson proactively extended its support to the protocol. In order to test the protocol, a team was sent by SC Johnson to Kenya to create mutual value for the company and the communities. The team went about testing the protocol in three stages and established a new channel to market SC Johnson's products to the BOP consumers. The company also worked with the Pyrethrum farmers in Kenya to find a sustainable source of natural pyrethrum. The success in few of the BOP ventures led SC Johnson to launch new products targeted specifically at BOP consumers.
Teaching and learning
This item is suitable for postgraduate courses.Settings
Related
Subject category:
Ethics and Social Responsibility
Published by:
IBS Center for Management Research
Length: 12 pages
Data source: Published sources