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Selected Case

published: 02 Jan 2006

  • Topic: Responsibility
  • Industry: Fresh food products
  • Region: Europe

Abstract:
A confidential plan for restructuring Danone's biscuit division is leaked to the press, and triggers labor unrest followed by a consumer boycott. Danone seeks a strategy to surmount the crisis, but while initially successful, the strategy ultimately exacerbates the situation.

Pedagogical Objectives:
Participants are asked to consider how crisis strategies may have long-term as well as short-term effects, and to consider alternative strategies for dealing with social conflicts. The comparative costs and risks of these strategies, rather than a definitive choice, is the object of the discussion.

Keywords:
Danone, Crisis, Media, Social Responsibility, Boycott, Crisis Communication, Labor Unrest, Ethics

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