...S w 909A08 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 Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2009, Richard Ivey School of Business Foundation Version: 2011-09-21 “Bottled water is a disaster, for several reasons. First there’s the issue of the sustainability of underground aquifers, from where much of the bottled water is drawn. And then there’s the carbon footprint. Water is heavy, and transporting it around the world uses a lot of energy.” Jeff Angel, Total Environment Centre, Sydney, Australia2 “We survived before we had water in bottles. It is unnecessary. When you see water imported from Fiji in plastic bottles, you know it’s bad for the environment...
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...customers and make more profit? This is when the term greenwashing comes into play; when corporations mislead customers to believe that their operations are responsible, when they actually are not. Throughout this paper the greenwashing case by the internationally known artesian bottled water maker: FIJI Water will be embarked as well as the principles proposed by Jeffrey Hollender in his book “The Responsibility Revolution”, that claims that by following them, corporations can become more responsible. The Oxford Dictionary defines the term greenwash as any “disinformation disseminated by an organization so as to present an environmentally responsible public image”. When a corporation spends more time and money in trying to make their activities look good for they environment than actually implementing the practices to become “greener”, it is said that the corporation is involved in greenwashing ("About Greenwashing"). Now more than ever, greenwashing has become a rising problem. Because corporations now have two choices (either they meet society’s environmentally friendly standards or slowly go out of business), the use greenwashing has become an easy fix for many corporations including big names such as Wal-Mart and Fiji Water. Fiji Water is a company that produces and...
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...Good case study By: Susan Martinez March 1, 2011 Introduction Relations between the Fijian government and FIJI Water have been tense since early 2008 when the new military government seemed to suddenly notice the huge exporter (accounting for 20% of Fiji’s total exports) (Dornan). Though there are a variety of disputes, I will focus on two in particular 1) The Fijian government’s belief that FIJI Water is engaging in transfer pricing. 2) The Fijian government’s repeated efforts to tax the company. At this point both sides have lost face in standoffs, and the tension is building. While the company may not be popular with the national government, FIJI Water is a star in its community. Since opening in 1995 it has provided a great deal of aid to the villages surrounding the bottling plant, creating goodwill that can be used to appeal to the Fijian government. Following an analysis of the above issues, I will detail my two recommendations in improving relations with the Fijian government. Taxing Battles When FIJI Water first opened its factory in 1995, the government at the time granted the corporation a thirteen year tax holiday. As a result, the company has paid very few taxes since beginning operations. When Commodore Frank Bainimarama rose to power in 2006, two years still remained on FIJI Water’s tax holiday. But in July 2008, without consulting...
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...“The fact of the matter is that today, stuff-selling mega-corporations have a huge influence on our daily lives. And because of the competitive nature of our global economy, these corporations are generally only concerned with one thing…the bottom line. That is, maximizing profit, regardless of the social or environmental costs.” —David Suzuki Bottling of freshwater from a rare resource in the Fiji Islands, and harvesting of cocoa beans via child slave labor in West Africa, are both ethically questionable. Business practices from both commodities have little regard on damages inflicted during their production. Ethical issues, similarities, and differences with both commodities will be contrasted, a presentation of socially responsible strategic alternative(s) will follow, and finally possible impact(s) of said strategic alternative(s) to stakeholders highlighted. Identification of both contextual and evolutionary issues is needed to form a comprehensive picture of the situation, linking questionable business performance(s) to Applied Ethics standards. This will assist to adequately categorize the issue and develop a socially responsible strategic alternative(s) to remedy the damages caused, and determine their possible impact(s) to stakeholders. Two generic determinants influence the outcome of either proactive or reactive business ethics practices, the internal and external perceptions of a corporation; in conjunction these two determinants create a generic conceptual...
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...Fiji Water: Green makeover or Greenwashing Fiji Water is one of the famous bottle water in current global market. With its special characters and higher market target, Fiji Water has a good performance in the bottle water market, and has a high market share. Recent years, environmentalists appeal all industries to offset their carbon footprint to reduce the influence of greenhouse effect. Fiji Water also planed some steps to reduce their carbon footprint. The background of the success of FIJI Water In the early nineties, David Gilmour, the Canadian-born owner developed the “Fiji water” concept. The concept was to bottle Fiji natural water and market if all around the world as a unique and exotic product. The most important aspect of this product was that the water will get straight from the source which was old artesian aquifer water. This water was silica-rich and used to anti-aging and immunity-boosting properties. So, it was expected to appeal to health-conscious and image-oriented consumers. In 1996, Natural Waters of Viti Ltd. Built its first bottling plant at the cost of FJ$48 million at Yaqara in Ra, at the place where the source of artesian water had been found. With the underdeveloped rural area of the island, the unpolluted, pristine location of the water source and factory guaranteed the purity of the artesian water (1). In 1997 Fiji Water was first launched in California. In 1998, the company entered New York market. With increase of the demand of the bottle water in America...
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...Alternative 1 12 5.1.1 Alternative 2 13 5.1.2 Alternative 3 13 6.0 Recommendations 13 7.0 Action Plan 14 8.0 Contingency Plan 15 9.0 Conclusion 15 10.0 References 16 Introduction FIJI Water was founded David Gilmour a Canadian hotel and gold mining mogul. In 1996, FIJI Water started its operations in the Islands of Fiji (McMaster & Nowak, 2009). They leased land from the Fijian government that was located on top of a massive artesian aquifer in the Yaqara Valley of Fiji's main island (McMaster & Nowak, 2009). FIJI Water was able to successfully attract consumers to its pure artesian water with slogans like "untouched" and "unpolluted" (McMaster & Nowak, 2009). With adopting a successful branding and marketing strategy, FIJI Water gained competitive advantage over its competitors through creating a unique brand image that is portrayed healthy, trendy, and high-end. Recently, FIJI Water has been facing heavy criticism not just for its carbon footprint, but also for its entire business model of shipping a product (water) to markets where high quality water is readily available for free. This report will discuss FIJI Water’s future options to become a genuine environmentally conscious/ sustainable company. 1.0 Problem Statement The primary problem in the case is that fundamentally the business...
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...Strategic Marketing & Planning, 2009 Fiji Water Executive Summary: There are multiple recent strategic issues that the bottled water company Fiji Water is facing. The economic recession has led to a change in consumer purchasing trends, and the bottled water category is not as stable financially as it used to be. Environmental issues, such as waste and pollution, are also affected Fiji Water and its competitors. Bottled Water companies are attempting to shift packaging and shipping to more ecologically friendly materials and modes, as consumers favor environmentally sustainable products. Additionally, as consumers focus on obtaining healthier lifestyles and diets, they have begun to question the safety and purity of the water that bottled water companies are producing. Fiji Water has been affected greatly by all of these issues, as well as negative press about the socio-economic conditions of their souring location, and in 2008 was forced to layoff 40% of their staffing resources. With limited resources, an action plan going forward must be cost efficient and extremely effective. By analyzing and critiquing four potential strategic options, a rational next step for Fiji Water can be discovered. By supporting this plan with marketing tactics and communication, it can attempt to stimulate growth for the company. Current Overview: History: Fiji Water is bottled water artesian water that was founded in 1993 in Colorado and first produced and sold to the world...
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...Fiji Water From Wikipedia, the free encyclopedia |FIJI Water | |[pic] | | | |Country | |[pic]Viti Levu, Fiji | | | |Source | |artesian aquifer | | | |Type | |artesian | | | |pH | |7.8 | | | | | | | | | |Calcium (Ca) | |18 | | | | ...
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...Introduction Relations between the Fijian government and FIJI Water have been tense since early 2008 when the new military government seemed to suddenly notice the huge exporter (accounting for 20% of Fiji’s total exports) (Dornan). Though there are a variety of disputes, I will focus on two in particular 1) The Fijian government’s belief that FIJI Water is engaging in transfer pricing. 2) The Fijian government’s repeated efforts to tax the company. At this point both sides have lost face in standoffs, and the tension is building. While the company may not be popular with the national government, FIJI Water is a star in its community. Since opening in 1995 it has provided a great deal of aid to the villages surrounding the bottling plant, creating goodwill that can be used to appeal to the Fijian government. Following an analysis of the above issues, I will detail my two recommendations in improving relations with the Fijian government. Taxing Battles When FIJI Water first opened its factory in 1995, the government at the time granted the corporation a thirteen year tax holiday. As a result, the company has paid very few taxes since beginning operations. When Commodore Frank Bainimarama rose to power in 2006, two years still remained on FIJI Water’s tax holiday. But in July 2008, without consulting the company, the Fijian government imposed a tax of $.20F per liter of water. In response FIJI Water threatened to shut down, frightening the government into...
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...Relations between the Fijian government and FIJI Water have been tense since early 2008 when the new military government seemed to suddenly notice the huge exporter (accounting for 20% of Fiji’s total exports) (Dornan). Though there are a variety of disputes, I will focus on two in particular 1) The Fijian government’s belief that FIJI Water is engaging in transfer pricing. 2) The Fijian government’s repeated efforts to tax the company. At this point both sides have lost face in standoffs, and the tension is building. While the company may not be popular with the national government, FIJI Water is a star in its community. Since opening in 1995 it has provided a great deal of aid to the villages surrounding the bottling plant, creating goodwill that can be used to appeal to the Fijian government. Following an analysis of the above issues, I will detail my two recommendations in improving relations with the Fijian government. Taxing Battles When FIJI Water first opened its factory in 1995, the government at the time granted the corporation a thirteen year tax holiday. As a result, the company has paid very few taxes since beginning operations. When Commodore Frank Bainimarama rose to power in 2006, two years still remained on FIJI Water’s tax holiday. But in July 2008, without consulting the company, the Fijian government imposed a tax of $.20F per liter of water. In response FIJI Water threatened to shut down, frightening the government...
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...Fiji Paper Dan Christianson BUS 330 Principles of Marketing Kristin Broklesby April 4, 2010 Fiji Water, I will admit I have purchased this particular brand of water in lieu of its appearance. At the basic level of product and service, which is your core benefit level; this addresses the question as to what the consumer is actually buying. I would hope we would say that we’re all buying water, which is true. But, according to Fiji you are buying “the nature of water.” Fiji wants you as the consumer to know your buying and drinking the purest, cleanest water the earth has to offer. Wanting the consumer to know the benefits of this product, it is said to have a youth preserving antioxidant, True? At the second level of product, product developers turn their ideas for the product and the buyer into the actual product. Developing design, quality level, brand name and packaging are the key elements to this stage. As I had mentioned in my opening statement, I have purchased this product strictly because of it appearance. From the square shape of its bottle to its colorful label, this product does have an appearance unlike any others. From our reading, a company official states “the bottle appears to have magic in it.” I would strongly agree that Fiji has accomplished their goals at this stage of product and services. In the final stage of product and services, Fiji has used celebrity appeal to augment their product. By providing the consumer with...
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...Final Lab Report (Water Quality and Contamination) Student’s Name Course Name Institution Instructors Name Date of Submission Final Lab Report Abstract Establishing water quality was done by analyzing the chemical, physical and biological characteristics. This process helped determine safe water for human consumption in public in addition to making sure that humans are not affected by chemicals or disease causing organisms. This was done by analyzing 3 water samples which entailed Tap water, Fiji® bottled water and Dasani® bottled water. The goal of this research was to establish the effects of ground water contamination. This research necessitated hypothesizing on the capability of oil, vinegar and laundry detergent to pollute ground water in view of soil as a contributing filter of oil. Arising from the results obtained from the data analysis and observations from the experiments, conclusive evidence about bottled water was deduced and further research consideration is brought to light. Introduction Water quality was established by analyzing various characteristics which entail chemical, physical and biological. There are benchmarks of water quality set for every of these classes of characteristics. The benchmarks for water quality are advanced by (EPA) Environmental Protection Agency (2004) and (WHO) World Health Organization (2011). The quality of water taken in public was determined in the view of these benchmarks. Water quality research is significant due to...
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...qwertyuiopasdfghjklzxcvbnmqwertyui opasdfghjklzxcvbnmqwertyuiopasdfgh jklzxcvbnmqwertyuiopasdfghjklzxcvb AF301 ACCOUNTING THEORY nmqwertyuiopasdfghjklzxcvbnmqwer & APPLICATIONS tyuiopasdfghjklzxcvbnmqwertyuiopas dfghjklzxcvbnmqwertyuiopasdfghjklzx Group Seminar Report cvbnmqwertyuiopasdfghjklzxcvbnmq TOPIC:2 – CORPORATE SOCIAL wertyuiopasdfghjklzxcvbnmqwertyuio & ENVIRONMENTAL REPORTING pasdfghjklzxcvbnmqwertyuiopasdfghj klzxcvbnmqwertyuiopasdfghjklzxcvbn mqwertyuiopasdfghjklzxcvbnmqwerty uiopasdfghjklzxcvbnmqwertyuiopasdf ghjklzxcvbnmqwertyuiopasdfghjklzxc vbnmqwertyuiopasdfghjklzxcvbnmrty uiopasdfghjklzxcvbnmqwertyuiopasdf ghjklzxcvbnmqwertyuiopasdzxcvbnm STUDENT NAME MELISA SINGH ASHVINI SAHAYAM SHABINA FARNAAZ SHANEEL PRASAD KRITHNEEL SINGH TOTORIAL DAY / TIME TUTORS NAME GROUP MEMBERS STUDENT ID NUMBER S11066108 S11065177 S11065043 S11065627 S11065615 THURSDAY 8 – 10AM MISS FAZEENA HUSSAIN TABLE OF CONTENTS DECLARATION OF ORIGINALITY ........................................................................................... 3 ACKNOWLEDGEMENT .............................................................................................................. 4 IMPORTANCE OF ACCOUNTING FOR SOCIAL AND ENVIRONMENTAL ISSUES ......... 5 INTRODUCTION .......................................................................................................................... 6 THEORETICAL UNDERPINNING ...........................................
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...Lab Report Abstract The experiments conducted for this lab report focused on water contamination and filtration. Experiment 1 was effects of groundwater contamination. Oil, vinegar, and laundry detergent were added to clean water with no means of filtration. The clean water was found to be contaminated. A filtration system consisting of cheesecloth and 60 ml of soil was created and the contaminated samples were filtered through it. The soil and cheese cloth did not affectively filter the contaminants. Experiment 2 focused on water treatment and a filtration system using cheesecloth, sand, activated charcoal, alum, and gravel was created. The contaminated water sample was created by mixing soil and water together. After the contaminated water was put through the filtration system and a few drops of bleach were added you could see that much of the sediment was filtered out, but an overwhelming bleach smell remained. The third experiment was to determine drinking water quality. Samples of Dasani and Fiji bottled water were compared to my local tap water. Test strips were used to determine each samples ammonia, chloride, alkalinity, chlorine, hardness, phosphate, and iron levels. The results were that the Dasani water was cleaner overall and that the Fiji water and tap water had nearly identical levels. Introduction The safety and security of the worlds water supply is imperative for the survival of not only the human race but all living species...
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...agriculture around the world is rapidly polluting our ground water. The human population depends on ground water as our biggest source of drinking water. A few simple experiments have been done to find out what changes some of the contaminants cause in the ground water. Samples of tap water and bottled water were analyzed for safety. Chemicals such as oil, vinegar, and liquid detergent cause odor changes and color changes in the water samples. Using sand, charcoal and rocks formed a filtration system that was used to simulate how water is filtered. Tap water turned out to be the safest water to drink, which was rather surprising. The tap water had less contamination than the bottled water during the experiment. Introduction Clean water is a major necessity for our lives. Three-quarters of the Earth’s surface is covered by water making clean water for drinking and cooking an important issue. The majority of water on our planet is comprised of salt water found in the oceans. That leaves only three percent of the water on Earth freshwater. (Dale 2011) Human beings used 69.3 gallons of water per individual each day on average. (Dale 2011) Water is used to do our laundry, wash our cars, feed our pets, water the gardens and lawns we have. Water is used for us to take showers and baths not to mention what the farmers need water for. The wildlife need fresh water to drink. Unfortunately, clean and drinkable water is not always easy to get. Waterborne diseases are blamed...
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