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Emami Limited: The Fair and Handsome Challenge
內容大綱
In 2016, Fair and Handsome, a skin-whitening cream produced by Emami Limited, led the men's fairness skin cream category in India, with a market share of 60 per cent. In late 2017, however, the company faced both a public backlash and an adverse court decision about its marketing of the product. A growing movement called Dark is Beautiful was galvanizing support against companies that portrayed fairer skin colour as a means for both personal and professional fulfillment. The company had also appealed a lower court's decision to ban the company's use of skin whitening in its advertisements. Since the product was earmarked for significant growth in the next five years, the company needed to develop an immediate response. What should it do?
學習目標
This case is suitable for an undergraduate or graduate strategy course in a discussion on a firm’s non-market environment and its role in a firm’s strategy. After analyzing the case, students will be able to<ul><li>identify the importance of the non-market environment for a firm;</li><li>understand the necessity of managing the expectations of stakeholders; and</li><li>develop a course of action that addresses a challenging external environment.</li></ul>