Leanwashing: A Hidden Factor in the Obesity Crisis Harvard Case Solution & Analysis

The Medical research conclusion as discussed in the case scenario is that anunhealthy nutritional diet is a much greater determinant of obesity than lack of exercise.

But, the authors' primary research show that only about half of lay people think that diet is the primary source of obesity. People who incorrectly undervalue the importance and significance of a diet that is unhealthy are in fact heavier than individuals who maintain a belief that it is supposedly the primary source of obesity.

The advertising, public relations, and corporate social responsibility campaigns of food and beverage companies consistently overemphasize the lack of exercise as the basis for obesity-the authors call this "leanwashing."

PUBLICATION DATE: September 01, 2014 PRODUCT #: CMR572-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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