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Nestle SA: Nescafe Plan in China

Robert Klassen; Ramasastry Chandrasekhar;

商品編號:9B15D013
出版日期:2016/01/21
再版日期:2015/09/29
商品來源:Ivey
商品主題:International Business; Operations Management
商品類型:Case (Field)
涵蓋議題:Shared value, coffee farming, sustainability, fairtrade, backward integration, market entry, China
難易度:4 - Undergraduate/MBA
內容長度:18 頁
地域:China
產業:Agriculture; Forestry; Fishing and Hunting;
事件年度:2013

Nestle SA, in an effort to integrate sustainability into its business model, has recently established the NESCAFE Plan. This multi-faceted plan is based on creating shared value. It emphasizes sustainability as a source of competitive advantage and wealth creation, rather than viewing sustainability as a cost to be incurred to minimize risks and protect the company’s reputation. Nestle’s creating shared value manager in the Beverages strategic business unit faces two core dilemmas in executing this plan in China. In the short term, should Nestle purchase green coffee beans that are socially or environmentally certified (e.g., Fairtrade), or should it instead expand its efforts to work directly with farmers to develop better farming practices? Longer term, would a backward integration into coffee farming provide a better means of ensuring that sustainability is embedded in the business model?

教學手冊:8B15D013;
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