Fonterra as a Socially Responsible Company
FONTERRA AS A SOCIALLY RESPONSIBLE COMPANY
Executive summary
Fonterra is a co-operatively owned multinational dairy company and also New Zealand’s largest company. The purpose of this report was to determine the company’s public image as well as investigate whether the company operates in a socially responsible manner. An analysis of various instances in which Fonterra has appeared in the media was conducted with the perspectives on corporate social responsibility in mind. The conclusions were that the public image of the company has been tainted as a result of ineffectively attending to crisis and not demonstrating sufficient initiative in socially responsible activities, as well as that the company is yet to be a truly socially responsible company.
Introduction
This report aims to determine Fonterra’s public image, and whether it operates as a socially responsible company. A socially responsible company is one that “has obligations to society beyond the pursuit of profits” (Bovée & Thill, 2013, p. 75). Through the analysis of past instances in which Fonterra has appeared in the media, specifically the Sanlu melamine scandal, the Milk for Schools program and the latest botulism milk scandal, the ways in which the company has been positively recognized as well as criticized from the perspective of corporate social responsibility will be identified. The analytical concept used in the discussion is the perspectives on corporate social responsibility, which considers whether a company has taken a minimalist, cynical, defensive or proactive approach to corporate social responsibility (Bovée & Thill, 2013). The report will then present conclusions on whether Fonterra operates as a socially responsible company and how it is perceived by those outside of the company.
Discussion
The public image of Fonterra and whether it operates as a socially responsible company are considered in relation to the perspectives on corporate social responsibility. The measures
Executive summary
Fonterra is a co-operatively owned multinational dairy company and also New Zealand’s largest company. The purpose of this report was to determine the company’s public image as well as investigate whether the company operates in a socially responsible manner. An analysis of various instances in which Fonterra has appeared in the media was conducted with the perspectives on corporate social responsibility in mind. The conclusions were that the public image of the company has been tainted as a result of ineffectively attending to crisis and not demonstrating sufficient initiative in socially responsible activities, as well as that the company is yet to be a truly socially responsible company.
Introduction
This report aims to determine Fonterra’s public image, and whether it operates as a socially responsible company. A socially responsible company is one that “has obligations to society beyond the pursuit of profits” (Bovée & Thill, 2013, p. 75). Through the analysis of past instances in which Fonterra has appeared in the media, specifically the Sanlu melamine scandal, the Milk for Schools program and the latest botulism milk scandal, the ways in which the company has been positively recognized as well as criticized from the perspective of corporate social responsibility will be identified. The analytical concept used in the discussion is the perspectives on corporate social responsibility, which considers whether a company has taken a minimalist, cynical, defensive or proactive approach to corporate social responsibility (Bovée & Thill, 2013). The report will then present conclusions on whether Fonterra operates as a socially responsible company and how it is perceived by those outside of the company.
Discussion
The public image of Fonterra and whether it operates as a socially responsible company are considered in relation to the perspectives on corporate social responsibility. The measures
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