TWO-WAY COMMUNICATION: A WIN-WIN MODEL FOR FACING ACTIVIST PRESSURE

TWO-WAY COMMUNICATION: A WIN-WIN MODEL FOR FACING ACTIVIST PRESSURE

A CASE STUDY ON MCDONALD'S AND UNILEVER'S RESPONSES TO GREENPEACE

LAP Lambert Academic Publishing ( 2011-02-16 )

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Activists and consumers are increasingly demanding companies act in the best interests of the global society and the environment, therefore a corporation's environmental record is becoming an important factor in achieving and maintaining business success. This paper consists of two case studies which examine how Greenpeace, an independent global environmental campaigning organization, targeted two major multi-national corporations, McDonald's and Unilever, in order to change destructive agricultural processes in the developing world. This research examines how these two corporations responded to activist pressure from Greenpeace and offers prescriptive insight on how corporations can avoid conflict and create mutually beneficial outcomes when responding to activist pressure. This research examines the outcome of both McDonald's and Unilever's dialogue with Greenpeace.

Book Details:

ISBN-13:

978-3-8433-8443-8

ISBN-10:

3843384436

EAN:

9783843384438

Book language:

English

By (author) :

Adrienne Cooper

Number of pages:

132

Published on:

2011-02-16

Category:

Advertisement, marketing