In early 2011, PepsiCo, one of the world’s largest food and beverage companies, is receiving immense criticism for its role in social and ecological issues associated with the food system. Major health problems including obesity, heart disease and diabetes, not to mention environmental issues such as excessive packaging and waste, have encouraged PepsiCo’s chief executive officer (CEO) to rethink the company’s strategy. The CEO feels that PepsiCo has a responsibility to develop solutions to key global challenges like obesity. Doing so would require an extensive consideration of PepsiCo’s positioning in the marketplace in light of the many products it provides that currently contradict this very objective.
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