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Fiji Water Case Study

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Fiji Water Case Study
FIJI Water and Corporate Social Responsibility -
Green Makeover or “greenwashing”?
Case Study

Marcella Biazon
Principles of Marketing
Dr. Konya Weber
September 20, 2012

FIJI Water Case Study A corporation that says it is socially responsible, claims that they are concerned for society's welfare; which also includes the environment, because now days, we are a lot more concerned about our environment and how everything affect it. The corporation will make sure to insure those values within the company and also to its partners. ("Social responsibility in Marketing," 2012 - 1998) Also, if a corporation says it is ethically responsible and it really is, it shows to their customers and partners their integrity and empathy; which are characteristics that we all seek in a company. If the company is ethical and socially responsible, people will want to buy from it, and other companies will want to partner with it. (Lawhorne, 2011) Marketers should be concerned about corporate social responsibility for three reasons: First, because it is the right thing to do. Some of the societal problems that we face today were created by businesses; for example: pollution. It is the business job to not do anything that can harm our environment and our society. If the business has already done that, it is double the responsibility to try to fix it and be socially responsible. Second, if businesses aren't socially responsible, the government can or will create regulations and perhaps fine the corporations. This is not good, because the company is already being “bad” for not act responsibly, and also for having to spend money, paying a fine, instead of just doing something about it. Third, because the company can be profitable doing so. Companies can prosper and build values by focus on society problems. That's where sustainability comes in; which means that companies that are socially responsible will outperform other companies who aren't, focusing on


References: Social responsibility in marketing. (2012 - 1998). Retrieved from http://www.knowthis.com/principles-of-marketing-tutorials/what-is-marketing/social-responsibility-in-marketing/ Lawhorne, P. (2011, October 29). 3 reasons why social responsibility and ethics in business is important. Retrieved from http://pamlawhorne.com/3-reasons-social-responsibility-ethics-business-important/ Fiji water to go ‘carbon negative '. (2007, November 07). Retrieved from http://www.environmentalleader.com/2007/11/07/fiji-water-to-go-carbon-negative/ Lamb. , Hair, & McDaniel, (2012). Mktg 6 Ethics and Social Responsibility, 39-41. McMaster, J., & Nowark, J. (2009). Fiji water and corporate social responsibility - green makeover or "greenwashing"? Pages 11-12. Kewalramani, D., & Sobelsohn, R. J. (2012, March 20). "Greenwashing": Deceptive business claims of "eco-friendliness". Retrieved from http://www.forbes.com/sites/realspin/2012/03/20/greenwashing-deceptive-business-claims-of-eco-friendliness/ Fiji water - 1% for the planet. (n.d.). Retrieved from http://www.fijiwater.com/giving-back/environment/1-percent-for-the-planet/ Fiji water - clean water. (n.d.). Retrieved from http://www.fijiwater.com/giving-back/community/clean-water/
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