case_1_2_Nestle_The_Infant_Formula_Controversy

International Marketing 2014.09.28 1. What are the responsibilities of companies in this or similar situations Fast respond, the society think that is an event, the company need respond fast. Respects the fact, in front of the fact, company cannot use the excuse. Be responsible, when it actually has the bad influence of society, should be responsible to solve the problem positive. Frank communication, company need explain to society frank, otherwise it will be risk of confidence. Flexible solve the problem. With WHO/UNICFF have a good communication. 2. What could Nestl have done to have avoided the accusations of killing Third World babies and still market its product It can be avoided. However, the business community, especially the company often cant correctly treat the criticism of social activists suggest, the company even for some church leaders have put forward a serious moral questions are adopted, the indifference of legitimacy, insisting that the so-called scientific and the results not only didnt feel the company about the social public, contrary to the people left a company is not willing to give a bad impression. Obviously, the spread of such communication is failed. 3. After Nestls experience, how do you suggest it, or any other company, can protect itself in the future The multinational corporation marketing can be more and more all around the world. But it also a complex problem, we need to be serious. First, I think have a well acknowledge of different marketing is essential. Then, we can have the strategy to different countrys marketing, market orientation. Last, when we have the issue of cultural problem, we need try our best to solve problem, avoided to influence the brand in other country. 4. Assume you are the one who had to make the final decision on whether or not to promote and market Nestls baby formula in Third World countries. Read Chapter 5 as a guide to examine the social responsibility and ethical issues regarding the marketing