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

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Please note:

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	:	HROB149	For delivery in electronic format: Rs. 500; For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges Themes Change Management / Information Technology / Organizational Behavior
Case Length	:	13 Pages
Period	:	2010-2011
Organization	:	Nestlé SA, Greenpeace International
Pub Date	:	2012
Teaching Note	:	Available
Countries	:	Europe,US,Global
Industry	:	Consumer Packaged Goods; Non-profit

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-level students as a part of their Organizational Behavior/ IT & Systems curriculum. It can also be used in Marketing Management curriculum. This case can be used to drive the growing importance of social media in change management in organizations.

Issues:

» 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.

Key Words:

Organizational Behavior, Organizational communication, Communication theory, MAC Triad, Channel richness, 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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