Who Won the Danone Boycott? (B)

Published 02 Jan 2006
Reference 5344
Region Europe
Summary

A confidential plan for restructuring Danone's biscuit division is leaked to the press, and triggers labor unrest followed by a consumer boycott. Danone seeks a strategy to surmount the crisis, but while initially successful, the strategy ultimately exacerbates the situation.

Teaching objectives

Participants are asked to consider how crisis strategies may have long-term as well as short-term effects, and to consider alternative strategies for dealing with social conflicts. The comparative costs and risks of these strategies, rather than a definitive choice, is the object of the discussion.