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Case Details

Case Code: ITSY065
Case Length: 23 Pages 
Period: 1996 to 2011  
Pub Date: 2011
Teaching Note: Not Available
Price:Rs.500
Organization :Nestlé SA/Greenpeace International
Industry : Consumer Packaged Goods 
Countries : Europe, US, Global
Themes: Change Management/Information Technology/Organizational Behavior  
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Greenpeace, Nestlé and the Palm Oil Controversy: Social Media Driving Change?

 

ABSTRACT

 
This case study is about how Greenpeace used social media to foster change in Nestlé SA (Nestlé). Experts felt that the environmental protection group made clever use of social media and direct action against the European food processing giant. The campaign proved to have high impact, forcing Nestlé to clarify its stance on palm oil and create a timetable for cleaning up its palm oil supply chain. This case is meant for MBA/ MS students as a part of their IT & Systems/ Organizational Behavior curriculum. It can also be used in Marketing Management curriculum.
 
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Issues

The case is structured to achieve the following teaching objectives:
  • Understand how Information and Communication Technology (ICT) can be used in initiating change.
  • Evaluate the use of ICT, especially Social Media, in change management.
  • Understand the communications process in the particular context of Social Media.
  • Appreciate the importance of formulating a Social Media strategy and full time professionals for executing the same
Contents
Introduction
Palm Oil, Rainforests and Orangutans
Isolating Sinar Mas
Nestlé And Its Controversies
Unleashing the Power Of Social Media
Direct Action by Greenpeace
A change of heart?
One of The Most Successful Anti-Corporate Media Campaigns
Social Media as A Change Agent
Exhibits

Keywords

Information and Communication technology, Change management,IT in change management,Social media, Social media as change agent, Social media as communication and coordination tool, Anti-corporate media campaign, Supply chain
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