Ivey Publishing
Nestle's Nescafe Partners' Blend: The Fairtrade Decision (A)
Product Number:
9B06A020
Publication Date:
07/27/2006
Revised Date:
01/09/2008
Length:
24 pages (13 pages of text)
Product Type:
Case (Field)
Source:
Ivey
AWARD WINNING CASE - Corporate Social Responsibility Award, 2006 European Foundation for Management Development (EFMD) Case Writing Competition. In early 2005, Nestle is in the midst of a decision: whether or not the Fairtrade mark should be applied on Partners' Blend, a new instant coffee product to be marketed in the growing UK 'ethical' coffee segment. Application of the Fairtrade mark on the Partners Blend product means that Nestle must go against its historical position of not offering minimum guaranteed prices to coffee farmers. As part of their deliberations, Nestle executives must consider their coffee sourcing program at large, their corporate social responsibility framework, Nescafe and corporate Nestle branding, the UK market and the potential consumer benefits or backlash that could result from releasing such a product.
Issues:
Disciplines:
International,  Marketing
Industries:
Manufacturing
Setting:
United Kingdom;Switzerland, Large, 2005
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Supplements: 9B06A021 (2 pages)
You Might Also Like...

Save In: