FIJI Water: Carbon Negative

Description

Seeking to go beyond global best practices in reducing environmental impacts, FIJI Water, a premium artesian bottled water company in the United States, launched a Carbon-Negative campaign that would offset more greenhouse gas emissions than were released by the company's operations and products. The case examines the controversies surrounding this program as well as the program's impacts on the environment and FIJI Water's brand image. The company also faced decisions regarding how to best manage its relationship with the Fijian government, which recently dramatically raised imposed export taxes and could limit FIJI Water's access to water, its primary raw material. The case enables students to better understand the challenges of implementing an environmental strategy and of negotiating with parties that control raw materials, and invites discussion of the effectiveness of various approaches and the general lessons for the management of companies seeking to operate in an environmentally responsible manner.

Related Documents

• FIJI Water: Carbon Negative, Teaching Note

Keywords

Brand management Branding Brands Business & government relations corporate social responsibility Corporate strategy Corporate-government relations Demographics Environmental protection Environmental responsibility Environmental sustainability Execution Food assistance Implementing strategy Incubators Negotiation Operations and processes Social responsibility Social Security Strategy Supply chain management Sustainability Zero-sum negotiations