SC Johnson's CSR Initiatives - Testing the 'Base of the Pyramid'
Protocol
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Protocol case study
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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BECG072 |
For delivery in electronic format: Rs. 400;
For delivery through Shipping & Handling Charges extra: Rs. 400 +Shipping & Handling Charges extra
ThemesSocial Responsibility, Societal Marketing |
| Case Length |
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19 Pages |
| Period |
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1994-2006 |
| Pub Date |
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2007 |
| Teaching Note |
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Available |
| Organization |
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SC Johnson |
| Industry |
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Consumer Products |
| Countries
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US |
Abstract:
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The case discusses US based SC Johnson's involvement in designing and testing
the Base of Pyramid (BOP) protocol. Since its inception, the company had
initiated several corporate social responsibility initiatives for the benefit of
its employees, environment and the communities in which it operated. When BOP
protocol was launched in the year 2004, SC Johnson proactively extended its
support to the protocol. In order to test the protocol, a team was sent by SC
Johnson to Kenya to create mutual value for the company and the communities. The
team went about testing the protocol in three stages and established a new
channel to market SC Johnson's products to the BOP consumers.
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The company also worked with the Pyrethrum
farmers in Kenya to find a sustainable source of natural
pyrethrum. The success in few of the BOP ventures led SC Johnson
launch new products targeted specifically at BOP consumers.
Issues:
» Understand the concept of the Base of Pyramid protocol
» Examine the needs of the consumers at BOP
» Analyze SC Johnson's efforts towards creating mutual value for the company and
the communities in which it operated.
» Evaluate sustainable business opportunities for MNCs in BOP markets
Contents:
Keywords:
SC Johnson, Base of the Pyramid Protocol, Corporate Social
Responsibility, Societal Marketing, Base of the Pyramid Markets, BOP Strategy,
Global Environmental and Safety Actions, Greenlist, Building the Ecosystem,
Enterprise Creation, Mutual Value Creation, Malaria Prevention Program,
Sustainability, Poverty Alleviation
SC Johnson's CSR Initiatives - Testing the 'Base of The Pyramid' Protocol
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