Fiji Water Case Study Essay

13061 Words Apr 7th, 2014 53 Pages
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FIJI WATER AND CORPORATE SOCIAL RESPONSIBILITY — GREEN MAKEOVER OR “GREENWASHING”?1

James McMaster and Jan Nowak wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard
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The company was facing some
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This case has been written on the basis of published sources only. Consequently, the interpretation and perspectives presented in this case are not necessarily those of FIJI Water LLC. or any of its employees. 2 “Disaster in a bottle,” Sydney Morning Herald, April 24, 2007. 3 Kelly Fedor, “Greens call for ban on bottled water,” Livenews.com, March 22, 2008. 4 A reader’s comment posted on Livenews.com on March 22, 2008. 5 “FIJI Water Becomes First Bottled Water Company to Release Carbon Footprint of Its Products,” Press Release from FIJI Water, April 9, 2008, www.bevnet.com.

This document is authorized for use only in Competing for Advantage by Dr. Amanda Cowan at Imperial College London from January 2014 to September 2014.

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complex challenges to achieve its goal of a carbon negative outcome at its production plant and in the transportation of its products, and to convince its consumers and other stakeholders that it was leading the industry in carbon footprint disclosure and offset. The environmental protest against bottled water in general, and FIJI brand in particular, in the United States, United Kingdom and other developed

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