Tag Archives: Mnc

by | June 11, 2013

CSR:IKEA and its suppliers in Thailand

Following the increasing international business focus on developing economies, global sourcing and procurement are gaining importance in MNC operations. Simultaneously, due to the increasing stakehold… more
ers pressures mainly the customers, Corporate Social Responsibility (CSR) has become a major business performance indicator over the last decades. Consequently an essential dimension of CSR today is the business responsibility of foreign suppliers from whom MNCs‟ procure goods and services to meet global demand. The literature on CSR covers a large spectrum of areas, mainly supply chain sustainability; stakeholder theories; agency theories all of which model various CSR and supplier codes of conduct (SCC) implementation processes from different angles.
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by | February 7, 2013

Case Study on Cadbury Dairy Milk Crisis Management

On October 2003, just a month before Diwali, the Food and Drug Administration Commissioner received complaints about infestation in two bars of Cadbury Dairy Milk, Cadbury India’s flagship brand with over 70% market share. He ordered an enquiry and went directly to the media with a statement.



Case Study on Cadbury Dairy Milk Crisis Management

Marketing Challenges and Objectives: The incident came close on the heels of a cola controversy where a scientific laboratory declared colas unsafe due to high levels of pesticide. The jury was still out on that issue and so this incident acquired political overtones with parties decrying Cadbury as an irresponsible MNC. Click here to read more…





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by | October 2, 2012

Case Studies on Multi-Branding Strategy of Videocon Industries in the Consumer Durables Sector

The announcement was in keeping the multi-branding strategy that VI had adopted to tackle the intense competition that it was facing in the white goods market in India. Earlier, VI entered into an agreement with Korea-based Hyundai Electronics Limited to market the Hyundai brand in India. VI had also entered into licensing agreements with Toshiba and Sansui to market their brands in India. Analysts pointed out that VI was forced to take refuge in other brands because the Videocon brand was unable to withstand the onslaught of MNC brands, especially the Korean ones.

Multi-Branding Strategy Case Study

However, there were other analysts who appreciated the company’s multi-branding strategy, saying that it was because of such a strategy that VI was still a force to reckon with. They also pointed to VI’s large production capacity, which meant that it had to have a large sales volume in order to utilize its production capacity to the fullest and remain cost-effective. Click here to read more…

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by | July 31, 2012

A Paradox on Corporate Social Responsibility – Case Study on Coca Cola

World Business Council for Sustainable Development defines Corporate Social Responsibility (CSR) as “The continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large.”



The European Commission advocates CSR as “Being socially responsible means not only fulfilling legal expectations, but also going beyond compliance and investing more into human capital, the environment and relations with stakeholders.” The triangular relationship keeping three partners industry, society and the state compels the corporate to maintain and develop their brand image and operations through service to the society and also be highly responsible and responsive to its commitments.



There are some inconsistencies noted here as PARADOX with the giant beverage manufacturer and MNC, the Coca Cola. Coke contributed a lot to the world community under the United Nations Global Compact that was appreciated by its former Secretary General Kofi Annan. It helped HIV afflicted community, tsunami affected countries and its commitment to conduct business with the utmost respect for universal principles around human rights, workplace standards, responsible environmental practices and anti-corruption cannot be underestimated. Click here to read more…

A Paradox on Corporate Social Responsibility - Case Study on Coca Cola

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by | May 31, 2012

A DISSERTATION ON BRAND FAILURES: A CONSUMER PERSPECTIVE TO FORMULATE A MNC ENTRY STRATEGY

After the opening up of the Indian Markets, the past four or five years have seen an influx of foreign brands into India in every conceivable sphere of business activity, more so in the consumer goods & durable sector. The cry of Indian Indus” those days was that the days of Indian goods are numbered and most of the Indian ventures would be crushed under the MNC juggernaut. On the contrary, it was observed that success didn’t come easily to most of the MNC’S. In cases 1 they were utter flops or have remained in the category of non starters. The list of victims seems to grow day by day -Kellogg’s, Nike, Reebok, Mercedes, Mobil, Henkel, Bata, Hiram Walker, Nestle’s chocolates etc. The scope of this dissertation would be to find what went wrong in these products which were backed by the financial as well as the intellectual muscle of the Global Corporations. Did they fail to read the Indian Consumer ? The study would base on the consumer feedback’s on these products i.e. what made the consumers reject these brands and what association does an average Indian Consumer have with the equity of these international brands.Read more….

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