FIJI Water and Corporate Social Responsibility – Green Makeover or Greenwashing Harvard Case Solution & Analysis

This case analysis traces the establishment and subsequent operation of the Fiji Water LLC and its bottling subsidiary of natural waters of Viti Limited, the first company in Fiji extracting, bottling and marketing, and internationally, artesian water from a pristine ecosystem found on Fiji's main island of Viti Levu. The case examines the growth and expansion of the market this highly successful company with a trademark FIJI Natural Artesian Water (Fiji water). The company has grown rapidly over the past decade and a half, and now exports bottled water in many countries of the world from its manufacturing plant located in Fiji. In 2008, Fiji Water was the leading imported brands of bottled water in the United States. Due to the great success of the brand marketing of Fiji, especially in the U.S. market, it focuses on how the company has responded to the issue of corporate social responsibility (CSR) issues, including measuring and reducing carbon dioxide emissions, the responsibilities of key stakeholders, and the interests of the Government of Fiji with regard to matters of taxation and transfer pricing. The case provides a compelling illustration of how CSR issues may threaten the stability of a clever marketing strategy. "Hide
by James McMaster, Jan Nowak Source: Richard Ivey School of Business Foundation 21 pages. Publication Date: May 14, 2009. Prod. # 909A08-PDF-ENG

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