Nestle's Nescafe Partners' Blend: The Fairtrade Decision (A)
商品編號：9B06A020
出版日期：2006/07/27
再版日期：2008/09/01
商品來源：
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：New Products;Corporate Responsibility;Brand Management;Product Strategy
難易度：4 - Undergraduate/MBA
內容長度：24 頁
地域：Switzerland; United Kingdom
產業：Manufacturing
事件年度：2005
AWARD WINNER - Corporate Social Responsibility Award, European Foundation for Management Development (EFMD) Case Writing Competition
In early 2005, Nestle is in the midst of a decision: whether or not the Fairtrade mark should be applied on Partners' Blend, a new instant coffee product to be marketed in the growing UK 'ethical' coffee segment. Application of the Fairtrade mark on the Partners Blend product means that Nestle must go against its historical position of not offering minimum guaranteed prices to coffee farmers. As part of their deliberations, Nestle executives must consider their coffee sourcing program at large, their corporate social responsibility framework, Nescafe and corporate Nestle branding, the UK market and the potential consumer benefits or backlash that could result from releasing such a product.
教學手冊：Nestle's Nescafe Partners' Blend: The Fairtrade Decision (A) and (B) - Teaching Note
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