The Dannon Company: Marketing and Corporate Social Responsibility (A) Harvard Case Solution & Analysis

In late 2009, the company is considering Dannon active communication about their CSR efforts to consumers. With a strong connection between the production of Dannon's health products and its commitment to the health and nutrition based on the CSR activity, communication of these events to consumers may increase the success of the company, but risked infecting his deeply ingrained CSR as a marketing ploy. Dannon would maintain its holistic approach to social responsibility and a commitment to social values. CSR Dannon has focused on three areas: nutrition and health, people and nature. Case, the prospects of the various stakeholders within the organization, including members of the marketing, HR and Corporate Affairs department. Some of the specific issues addressed are: Should we talk Dannon CSR activities? What would be the best way to do this? Should it be a corporate or brand campaign level? As a parent company, Danone, respond? CSR can be true to himself, when to be used for purposes of PR?
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by Christopher Marquis, Pooja Shah, Amanda Tolleson, Bobbi Thomason Source: Harvard Business School 23 pages. Publication Date: April 1, 2010. Prod. #: 410121-PDF-ENG

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