Marine Stewardship Council Harvard Case Solution & Analysis

In April 1999, John Gummer, chairman of the Marine Stewardship Council (MSC), an independent, nonprofit organization, Global, was charged with the implementation of eco-labeling for seafood harvested in a sustainable manner. The program MSC hoped to use the purchasing power of consumers and thus to stop the decline in fishing in the world. This case describes the traditional approaches to solving environmental problems, and the latest innovative strategies, examples of eco-labeling for various products, as well as analysis of consumer attitudes towards the environment and consumer behavior purchase. Recent crises - the dolphin-safe tuna controversy and swordfish boycott - to provide evidence the level of public interest, that the general plan of MSC eco-labeling could use in efforts Council to reverse the decline in fishing in the world. Because earlier campaigns were material and directed to specific questions, it was not clear, Hammer, that consumers will react the same way to a more general label applied to all seafood. Hammer asks how the Council could get customers to make a purchase for labeled products, and how MSC should approach the industry to get the seafood producers, processors and retailers of all boards. "Hide
by Sonya Grier, Susan Masserang, Jonathan Tinter Source: Stanford Graduate School of Business 33 pages. Publication Date: June 1, 1999. Prod. #: M297-PDF-ENG

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