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Nestle SA: The Nescafe Plan in China
內容大綱
<p style="color: rgb(197, 183, 131);"><strong> AWARD WINNER - John Molson MBA Case Writing Competition</strong></p><br>In 2013, Nestlé SA, in an effort to integrate sustainability into its business model, has recently established the NESCAFÉ Plan. This multi-faceted plan is based on creating shared value. It emphasizes sustainability as a source of competitive advantage and wealth creation, rather than viewing sustainability as a cost to be incurred to minimize risks and protect the company’s reputation. Nestlé’s creating shared value manager in the Beverages strategic business unit faces two core dilemmas in executing this plan in China. In the short term, should Nestlé purchase green coffee beans that are socially or environmentally certified (e.g., Fairtrade), or should it instead expand its efforts to work directly with farmers to develop better farming practices? Longer term, would a backward integration into coffee farming provide a better means of ensuring that sustainability is embedded in the business model?
學習目標
This case encourages undergraduate, graduate and executive education students to address issues related to developing an extended supply chain in which value is shared among supply chain partners. Depending on the specific course, the instructor can choose to focus on one or more of the following teaching objectives:<br><ul><li>To examine how firms can define and operationalize shared value.</li><li>To evaluate how value can be shared among growers, other supply chain partners and customers by using such options as vertical integration, guaranteed price support and supplier development.</li><li>To explore the strengths and weaknesses of an evolving business model that promises much potential for more sustainable outcomes as part of a long-term global strategy.</li></ul>