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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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.

Keywords

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