forumforfuturemarketing

by Sarah Brecht, Marc Vogelsang and Adrian Saile

Marketing 3.0: From Products to Customers to the Human Spirit.
Marketing the Vision to the Shareholders (Chapter 6)
Philip Kotler (et. al.)

In Order to look inside a possibility to change the goals of companies and the way they are presented, it is important to show the status quo of thinking in many companies: the alignment of goals according to the profit of shareholders.
In most cases, the purpose of a company is to fulfill short term expectations of shareholders, even if this happens at the expense of value-adding investments.

If companies do not show interest on serious stakeholder dialogue, it can have heavy influence to their reputation – the Nestlé case

Johannes Froschmeir, Nils Fröhlich (EMM SS2011, Integrierte Marktkommunikation Prof. Dr. Mödinger)

A bite in a chocolate bar, a horripilating crunch and blood running out of the mouth: by this scene taken from an internet video, Greenpeace caused a social media disaster for the Swiss food combine Nestlé. In spring 2010, the environmental group posted this movie on the web to criticize the deforestation of rainforests for the production of palm oil. It is needed for chocolate bars like Nestlé’s Kit Kat. But that would destroy the home range of the Orang-Utan, Greenpeace said. So in the video, an office-worker eats such a Kit Kat chocolate bar. But it is no ordinary sweetness: It turns out to be an Orang-Utan finger and the employee gets his mouth full of blood when he bites in it.