The case review the growth and market expansion of this extremely triumphant company with the brand name FIJI Natural Artesian Water (FIJI Water). The firm has grown rapidly over the past decade and a half, and now exports bottled water into many nations on earth from its production plant found in the Fiji Islands. In the USA, FIJI Water was the leading imported bottled water brand in 2008.
In the circumstance of great advertising success of the FIJI brand, particularly in the U.S. marketplace, the case focuses on how the company has responded to a number of corporate social responsibility (CSR) issues, including measuring and reducing its carbon footprint, duties to key stakeholders, and concerns of the Fiji authorities with regard to taxation and transfer pricing issues. The case provides a powerful example of how CSR challenges may jeopardize the sustainability of a clever marketing strategy.
PUBLICATION DATE: May 14, 2009 PRODUCT #: 909A08-PDF-ENG
This is just an excerpt. This case is about GLOBAL BUSINESS
