This case study was prepared in partnership with Nestle. The aim is to determine the problems encountered by the actors in the coffee chain, and particularly planters' income problems. After discussing these concepts, the case presents Nestle's policy to try and solve these problems from the angle of sustainable development. Finally, the case examines the communication opportunities and the levers Nestle and other actors in the coffee chain can activate to make the general public aware of their action. The case comprises two parts: (1) a prospective study of Nestle's upstream sustainable development strategy, and (2) a study of the downstream communication strategy from the chain to the public and consumers. Lien vers l'article
DECLERCK, F., BOROT DE BATTISTI, A. and PELLERIN, R. (2008). Stakes and prospects of Nestle's sustainable strategy in the coffee chain. ESSEC Business School.
Mots clés : #Nestle, #Sustainable-development, #Coffee-chain, #Strategic-management, #Corporate-responsibility, #Ethics, #Continuous-improvement, #Economic-development, #Social-development, #Environmental-issues, #Risk-prevention, #Marketing-levers, #Strategy-and-General-Management