This three case series, set at the international level (Japan) considers corporate responsibility and brand recovery in serious crisis. Suitable for MBA, Executive Education, and students, it depicts the decision-making process to protect the rights of consumers, as it considers whether to help the company to restore its reputation. In spring 2002, the leading consumer activist Nobuko Hiwasa was invited to board the Japanese company Snow Brand Milk Products' directors. Director General wanted her to assist in the revitalization efforts of SBM, which were sold as a result of two recent scandals that contaminated milk and beef improper installation, which almost brought down the venerable company. Hiwasa had to decide whether to take on a challenge. The company was sincere in wanting to reform and revive? Will it be accepted as equal members of the Board of Directors, and will be her opinions and suggestions given serious consideration? Was the request of promotional drive? How would a guy consumer advocates see it, if she took the position? This case in detail the story of Snow Products brand of milk and failures and scandals that have plagued it in the 1990s and the beginning of the decade that followed, and includes the decision-making process Nobuko Hiwasa as it considers whether to join the board of the company, which has been severely tarnished by scandal. "Hide
by Jenny Mead, Regina Wolfe, Paul R. Lawrence, Akira Saito Source: Darden School of Business 11 pages. Publication Date: February 26, 2010. Prod. #: UV4266-PDF-ENG
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