Should the new CSR consumer marketing strategy be proposed to the executive committee? If so, who would spearhead this strategy? How will HR be involved?

Should the new CSR consumer marketing strategy be proposed to the executive committee? If so, who would spearhead this strategy? How will HR be involved?.

Read the following case study and answer the questions below in a 3-4 page paper:

Marquis, C., Shaw, P., Tolleson, A., & Thomason, B. (September 28, 2011). The Dannon Company: Marketing and Corporate Social Responsibility. Retrieved from Harvard Business School Publishing.

Link to Article

  • Should the new CSR consumer marketing strategy be proposed to the executive committee? If so, who would spearhead this strategy? How will HR be involved?
  • What type of communication strategy and media channels should be suggested?
  • Would Dannon have to make changes to its current CSR activities? If so, what potential implication would it have for future initiatives?
  • Would speaking about Dannon’s CSR efforts to consumers result in great attention toward health and nutrition generally? In greater financial rewards for Dannon?
  • Would this strategy lead to greater internal investment in CSR activities?


Should the new CSR consumer marketing strategy be proposed to the executive committee? If so, who would spearhead this strategy? How will HR be involved?

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