In early 2005, Nestle in the midst of the decision: whether Fairtrade brand should be applied to «Blend, a new instant coffee product on the market in the growing UK Partners ethical" coffee segment. The use of Fairtrade symbol on the product mix partners means that Nestle have to go against their historical position do not offer minimum guaranteed prices for coffee farmers. In its work, Nestle, management should consider finding their coffee program as a whole, their corporate social responsibility framework, Nescafe and corporate branding Nestle, in the UK market, and the potential benefit of the consumer or the negative reaction that can lead to release such a product. "Hide
by Niraj Dawar, Jordan Mitchell Source: Richard Ivey School of Business Foundation 24 pages. Publication Date: Mar 06, 2006. Prod. # 906A20-PDF-ENG
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