SC Johnson's CSR Initiatives - Testing the 'Base of The Pyramid' Protocol

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Case Details:

Case Code : BECG072
Case Length : 19 Pages
Period : 1994-2006
Pub Date : 2007
Teaching Note : Available
Organization : SC Johnson
Industry : Consumer Products
Countries : US

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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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Introduction Contd...

The BOP Protocol was a part of the company's attempts to advance social and public health objectives. Through this protocol, the company aimed to reach underdeveloped markets and the consumers who formed a major chunk of the markets in the developing and underdeveloped countries. It also intended to encourage the use of environmentally friendly materials in those markets. According to the company, "We expect the protocol to help us combine the deep local knowledge of BOP market insights with company resources - operational, technical, and marketing expertise, and financial resources. By doing so we can develop new business partnerships that create more and better jobs in developing countries while building new consumer markets for innovative products."5

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Some of the efforts in this regard included testing the BOP protocol in Kenya and helping the company understand the needs of those at the BOP. Another such effort was targeted at farmers in Kenya who grew pyrethrum6 daisies. According to Scott Johnson (Scott), Vice-president, Global Environmental and Safety Actions, SC Johnson, "We are seeking to grow profits for the company, in using the BOP model and developing products and businesses in partnership with BOP consumers, we are bringing these consumers sustainable value."7

Greenlist was a part of the company's efforts to be earth-responsible. Greenlist classified the raw materials used in the products made by SC Johnson according to the impact they had on the environment and human health.

By implementing the 'Greenlist,' SC Johnson was able to phase out environmentally-unfriendly raw materials and substitute them with environmentally-friendly ones. In June 2006, SC Johnson was conferred with the US Presidential Green Chemistry Challenge Award. The award was given to companies that used innovative chemical technologies8 to prevent pollution...

Excerpts >>

5] "Dialogue on Sustainability, A Business Proposition for the Base of Pyramid,", June 2005.

6] Pyrethrum is an insecticide that is derived from a certain species of chrysanthemum also known as pyrethrum daisies. Pyrethrum is widely used in household insecticides.

7] David Clarke, "Company's Green Chemistry Program Wins Environmentalists' Praise,"Inside Green Business, July 24, 2006.

8] The award was given to companies to promote the use of chemical technologies that eliminate or reduce the use and generation of harmful substances.


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