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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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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Introduction Contd...
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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
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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... |
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