Attempting to go further than global best practices in reducing environmental impacts, FIJI Water, a premium artesian bottled water company in the USA, launched a Carbon-Negative campaign that would cancel more greenhouse gas emissions than were released by the industry's businesses and merchandises.
The case explores the discontention encircling this application along with the program's effects on the brand reputation of FIJI Water and the environment. The company also faced choices regarding just how to best handle its relationship together with the Fijian government, which recently radically increased could limit the access of FIJI Water to water, its principal raw material and imposed export taxes.
The case enables pupils to better understand the challenges of executing an environmental strategy and of negotiating with parties that control raw materials, and asks discussion of the effectiveness of numerous strategies and also the general lessons for the management of firms trying to operate in an environmentally responsible manner.
PUBLICATION DATE: June 20, 2011 PRODUCT #: 611049-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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