Download ~ Nestlé: A Social Media Nightmare (A) by Jana Seijts & Benjamin Bigio ~ eBook PDF Kindle ePub Free

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eBook details

• Title: Nestlé: A Social Media Nightmare (A)
• Author : Jana Seijts & Benjamin Bigio
• Release Date : January 28, 2011
• Genre: Business & Personal Finance,Books,Economics,Management & Leadership,
• Pages : * pages
• Size : 2312 KB

Description

As the largest food and drink company in the world, Nestle S.A (Nestle) prides itself on a solid reputation built throughout the past 150 years. On March 17, 2010, the chairman of the board of directors was caught off guard because of a YouTube video created by the environmental activist group Greenpeace. The graphic and provocative video criticized Nestle for its use of palm oil in Nestle products. The video helped Greenpeace make a bold statement: Nestle products were leading to deforestation and the extinction of orangutans. Within 24 hours, the video had more than 100,000 views and anti-Nestle campaigns quickly emerged on Facebook, Twitter and other social media networks around the world. At the same time, Greenpeace activists dressed up as orangutans and protested at Nestle's headquarters and factories in Europe. Activists urged the company to stop sourcing palm oil from companies that destroy forests in the process. With the popularity of social media, how should Nestle react to the YouTube video?

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