Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Introduction    to the case    Theory ofCSR/Greenwas         hing TBL Trilemma                  FIJI WATER AND CORPORATE S...
Overview  Introduction    to the case                  1.   Introduction to Fiji Water    Theory ofCSR/Greenwas           ...
Criticism by the                                  Headquarters                         public on                          ...
Corporate Social Responsibility                   Company‘s commitment to the community and  Introduction                ...
Stakeholder View of the Firm                   Which group or individual influences or is influenced by the              ...
Triple Bottom Line                   Not only economic but also social and environmental                    performance  ...
Greenwashing                   "socially and environmentally destructive corporations                    posing as friend...
CORPORATE                                 ACTIVIST                   High-Quality              DIRTY BUSINESS  Introductio...
CORPORATE                                              ACTIVIST                    “CARBON NEGATIVE” /                “AD ...
CORPORATE                                                  ACTIVIST                   Tremendous Impact on                ...
FIJI WATER AS RESPONSIBLE CITIZEN?        ACTIVIST                  CORPORATE                   Fiji Water Foundation     ...
Important to balance triple bottom line to  Introduction                         satisfy stakeholders‘ demand    to the ca...
Introduction    to the case                                                                      Proactive    Theory of   ...
• Dispute if you want bottled water                  • FIJI Water tries to contribute  Introduction    to the case        ...
VINAKA VAKA-LEVU*    *THANK YOU VERY MUCH  Introduction    to the case    Theory ofCSR/Greenwas         hing TBL Trilemma ...
Upcoming SlideShare
Loading in …5
×

Fiji water csr

12,872 views

Published on

Published in: Business, Technology

Fiji water csr

  1. 1. Introduction to the case Theory ofCSR/Greenwas hing TBL Trilemma FIJI WATER AND CORPORATE SOCIAL RESPONSIBILITY Comparison — GREEN MAKEOVER OR “GREENWASHING”? ConlusionStephanie JurischNadine HildChristine Reichelt International Management with casesTanyavutti Nuttanuj (Prof. Dr. Neil Thomson)Ahmad Abo-Obid 05 / 25 / 2011Stefan Fett 1
  2. 2. Overview Introduction to the case 1. Introduction to Fiji Water Theory ofCSR/Greenwas 2. Theory of CSR & Greenwashing hing TBL Trilemma 3. TBL Trilemma Comparison Conlusion 4. Fiji Water Chiquita Bananas 5. Conclusion & Recommendation 2
  3. 3. Criticism by the Headquarters public on moved to the environmental US issues Introduction to the case Theory of 1993 1996 2000-2004 2004 2008CSR/Greenwas hing TBL Trilemma Comparison Expansion of Launch of Foundation of Conlusion Fiji Water by bottling plants “Carbon David Gilmour Negative“ Company sold Campaign to “Roll International Corporation“ 3
  4. 4. Corporate Social Responsibility  Company‘s commitment to the community and Introduction environment it operates in to the case  Achieve social benefits along with traditional economic Theory ofCSR/Greenwas goals hing  Include public interest into corporate decision-making TBL Trilemma Comparison Conlusion (Source: Global Business, Peng, ) 4
  5. 5. Stakeholder View of the Firm  Which group or individual influences or is influenced by the accomplishment of the firm‘s goals? Introduction to the case Theory ofCSR/Greenwas hing TBL Trilemma Comparison Conlusion 5
  6. 6. Triple Bottom Line  Not only economic but also social and environmental performance Introduction to the case  Satisfy demands of all stakeholders Theory ofCSR/Greenwas hing TBL Trilemma Comparison Conlusion 6
  7. 7. Greenwashing  "socially and environmentally destructive corporations posing as friends of the environment." (Source: CorpWatch) Introduction to the case  "disinformation disseminated by an organization so as to present an environmentally responsible public image.” Theory of (Source: Concise Oxford English Dictionary)CSR/Greenwas hing Greenpeace Greenwash Criteria: TBL Trilemma (Source: http://stopgreenwash.org/criteria) Comparison - „Dirty Business“ Conlusion - „Ad Bluster“ - „Political Spin“ - „It‘s the Law, Stupid!“ 7
  8. 8. CORPORATE ACTIVIST High-Quality DIRTY BUSINESS Introduction Core Product Core business to the case environmentally Theory of •Tropical water with unfriendlyCSR/Greenwas unique mineral profile hing - 600 times more CO2 • Uncontaminated, equivalent than a litre TBL Trilemma uncompromised & of Thames tap water untouched Comparison - Price of bottled water • Chicago magazine: Conlusion was about 500 to 1000 best- tasting bottled times higher than that water of tap 8
  9. 9. CORPORATE ACTIVIST “CARBON NEGATIVE” / “AD BLUSTER” “Every drop is green” - 5,500 miles per trip from Fiji to Los -Optimization of packaging via Introduction Angeles; reduction of weight & efficient to the case design - 46 million gallons of Theory of - Support of recycling programs fossil fuel;CSR/Greenwas - 1.3 billion gallons of hing - Optimizing logistics and using water; more carbon-efficient transportation modes - 216,000,000 pounds TBL Trilemma of greenhouse gases - Sourcing locally Comparison - ISO 14001 certified 1kg of Fiji Water Conlusion - Use of renewable energy ->26.88 kg of Water - Reforestation work in the ->.849 kg Fossil fuel Yaqara Valley ->.562 kg of CO2 emission - 1% for the Planet member HUGE ADVERTISING COSTS 9
  10. 10. CORPORATE ACTIVIST Tremendous Impact on “POLITICAL SPIN” Economy “The main purpose of this new • Undermine investors confidence duty was to stimulate Introduction • Job losses, slow growth conservation of our scarce to the case • Privation of export revenue natural resources.” -Mahendra Chaudhry Theory of Economic Contribution of (Finance Minister)CSR/Greenwas Fiji Water hing • Accounts for 20% of Fiji exports -1/3 of population no access to proper drinking water (BBC) TBL Trilemma • Fastest growing export product • High paying employer 2008 taxation attempt Comparison • 350 employees, 95% local -> Water Industry laid off 400 Conlusion workforce employees • Multi-ethnic workforces with indigenous Fijian and Indo-Fijian -(F$50) -> “water resource tax” people working side by side 2009 (F$1.5) 10
  11. 11. FIJI WATER AS RESPONSIBLE CITIZEN? ACTIVIST CORPORATE Fiji Water Foundation TAXATION - 13 years tax holidays Introduction •Creating educational - Low benefit to local to the case opportunities for community children • Import of plant & Theory ofCSR/Greenwas •Access to safe water equipment free of duty hing •Providing health care •Truck Transport & Emission TBL Trilemma •Disaster relief efforts • Port / Streets / Comparison •2004: Award for Infrastructure Corporate Excellence for Conlusion Outstanding Corporate TRANSFER PRICING? Citizenship, Innovation -Revenues (wealth) sent & Exemplary IB Practice to U.S. -2008 FIRCA Embargo 11
  12. 12. Important to balance triple bottom line to Introduction satisfy stakeholders‘ demand to the case Theory ofCSR/Greenwas hing TBL Trilemma Comparison Conlusion 12
  13. 13. Introduction to the case Proactive Theory of StanceCSR/Greenwas Accommodative hing Stance TBL Trilemma Defensive Stance Comparison Reactive Conlusion Stance Lowest Level of Highest Level of Social Responsibility Social Responsibility 13
  14. 14. • Dispute if you want bottled water • FIJI Water tries to contribute Introduction to the case positively (proactive strategy) Theory of • Consumer decides about FIJI‘sCSR/Greenwas hing future Highly influenced by advertising TBL Trilemma campaign and prominents acting as Comparison role models Conlusion • Proposal: sticker on bottle to mark miles a bottle travel & indicate CO2 emission 14
  15. 15. VINAKA VAKA-LEVU* *THANK YOU VERY MUCH Introduction to the case Theory ofCSR/Greenwas hing TBL Trilemma Comparison Conlusion QUESTIONS? 15

×