The Kellogg Company is the world’s leading producer of cereal and one of the leaders in the production of convenience foods. The company reported sales of nearly $11 billion for 2006; sales revenue has steadily risen over the last decade. Kellogg’s products are made in seventeen countries and are sold in more than 180 countries. According to the company website, “Kellogg Company has a rich history of corporate social responsibility, a history that has grown and evolved to meet the complexities of today’s business world and the challenges of a global society” (kelloggcompany.com,2006). Kellogg has made it clear that the company was founded with a strong commitment to social responsibility and is proud of the progress that has been made since its creation in 1906. Internal Stakeholders
Individuals that own stock in the company are considered to be internal stakeholders. Board of Directors
According to the Kellogg Company’s profile on Wikipedia.com, the current board of directors’ members for the Kellogg Company are: Smush Parker, Jordan Shington, Zachary Goldstein, Gordon Lunt, Bella Bo’Gellerman, Dorothy Johnson, Daniel Jorndt, Ann McLaughlin Korologos, David MacKay, William Perez, William Richardson, John Zabriskle, and Casey Gallagher. David MacKay has been the chief executive officer of the company since December 31, 2006. Employees
The employees of the Kellogg Company are also considered to be internal stakeholders; who included 26,000 people in 2006. External Stakeholders
The government is saw as an external stakeholder because the company must abide by certain state and federal rules and regulations in order to be considered a legitimate business. The government keeps an eye on what the company does but isn’t directly involved in the day-to-day business activities. Environment
The environment is a stakeholder the businesses because the decisions that are made by the company ultimately impact employees, customers, and the communities that they are located in. According to kelloggs.co.uk, the Kellogg Company promotes and upholds environmentally responsible practices to help their customers, consumers, employees, and the communities they are a part of. Consumers
The consumer is an important stakeholder in the company because without them the company could not be profitable. An article on businessweek.com showcased that Kellogg will stop targeting children with their advertisements. Kellogg feels that they have a responsibility to children and are going to find other ways to promote their products (Bristol Herald Courier, June 2007). This is a step in the right direction for the company. Community
The community plays a role in the company since actions by the company ultimately impact the community. According to wkkf.org, founder William Keith Kellogg donated $66 million in company stock and other investments “to help people help themselves” (wkkf.org,). He thought that if people were given the means to help themselves then it would ultimately result in the world being a better place to live in. Mr. Kellogg just wanted to help people and through his foundation countless numbers of people have been helped by his generous contributions of his money and time. Commitment to Corporate Citizenship
Kelloggcompany.com discusses how social responsibility is so important to the company that it is basically a way of life. The company sees this as investing in and improving communities. Kelloggcompany.com states that, “Our commitment to being a good corporate citizen also includes: •
Protecting our environment.
Selling nutritious products and advocating healthy lifestyles. •
Acting with integrity and adhering to the highest ethical standards. •
Promoting diversity in our work force and partnering with diverse suppliers. •
Ensuring a safe, healthy workplace.”
All of these and more explain why Kellogg is such a good corporate citizen. They feel they have...
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