Nestlé's Alliance for YOUth (B)

  • Reference: DPO-439-E

  • Year: 2013-2017

  • Geographic Setting: Alemania, España, Italia, República Checa

  • Publication Date: Apr 25, 2019

  • Source: IESE (España)

  • Type of Document: Case

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Description

The case deals with Nestlé's launch of the "Nestlé needs YOUth" initiative, whose main objective was to improve the employability of young people. The A case outlines how the initiative was launched in Europe at an overarching level, while leaving each local country operation with a lot of autonomy to decide how to carry it out. As a result, different challenges and local adaptations were necessary in each country. The B case details how the initiative was implemented in four specific country contexts: German, Spain, Italy, and the Czech Republic. The B case ends with the objective to expand the initiative to a global level.

Learning Objective

The case discusses issues of devising and implementing corporate social responsibility and employer branding activities, and how to adapt these to different local country contexts within multinational companies. The case also allows to discuss issues around different institutional regulations and cultural expectations, and how to manage those when operating across multiple countries.

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Keywords

corporate social responsibility employer branding internal and external stakeholder management local adaptation of organizational practices