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ICMR (IBS Center for Management Research)

Asia Pacific's largest case study repository for management students, faculties, trainers and corporate executives

ICMR case studies

ICMR is Asia's most popular repository of management case studies. ICMR Case Collection provides Teachers, Corporate Trainers, and Management Professionals with a variety of teaching and reference material. The collection consists of case studies on a wide range of companies and industries - both Indian and international.

ICMR is involved in business research, management consulting, and the development of case studies and courseware in management.

ICMR also provides knowledge process outsourcing services to international clients. Over 10 million copies of ICMR case studies have been printed in international and Indian textbooks, workbooks and case study volumes. More than 200,000 individual copies of our case studies have been purchased by many of the leading business schools and universities around the world.

Our case studies have won prizes in several global case writing competitions, and also appear in many international management textbooks. More than 5500 case studies, short case studies, and business reports are available for immediate download from this site. The material is available for download as pdf files, with a 'Do Not Copy' watermark.

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Varieties and numbers of case studies are available in our repository in different management subject categories. Below are the most popular categories in management areas:

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ICMR cases have won awards in some of the most prestigious global case writing competitions such as EFMD, oikos, John Molson, CEIBS, The Case Centre, E-PARCC and many more...

awards and achievements

New Arrivals

Please check our recent case studies

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ICMR books are ideal resources designed to help deepen knowledge on the management theories and concepts helping to enhance decision-making skills

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Greenpeace, Nestlé and the Palm Oil Controversy: Social Media Driving Change?Case Study|Case Studies
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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?

 
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Introduction

 
One of the world’s largest food processing companies, Nestlé SA (Nestlé), found itself mired in a public relations nightmare in 2010 when the environmental protection group Greenpeace International (Greenpeace) held that the company’s chocolate confectionery brand Kit Kat contained palm oil, whose production was leading to the destruction of rainforests. Palm oil has a range of uses and is principally grown in Indonesia where it makes a substantial contribution to the economy. , However, the expansion of palm oil cultivation came at the cost of destruction of rainforests, which were a home to the orangutans.

 

 
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Besides, the clearing of rainforests contributed to greenhouse gas emissions, leading to global warming4. Greenpeace had generated increased awareness about palm oil and firms like Unilever NV (Unilever)5 had stopped purchasing palm oil from controversial suppliers such as the Sinar Mas Group6 (Sinar Mas)7 Subsequently, Greenpeace targeted Nestlé as it was one the largest food and drink companies in the world and a major consumer of palm oil. According to some critics, the Nestlé management seemed to be violating its code of ethics which stated that Nestlé employees should act legally and honestly while avoiding any conduct which could damage the

 
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