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Case Study #2: The Dannon Company
Review the Dannon Company case study in the Resources folder.
At the end of 2009, The Dannon Company was considering proactively communicating its CSR efforts to
consumers. With the strong connection between Dannons production of health foods and its commitment to
health- and nutrition-based CSR activities, making consumers aware of these efforts could enhance the
companys success, but risked tainting its deeply ingrained CSR as a marketing ploy. Dannon wanted to
maintain its holistic approach to social responsibility and commitment to social values. The challenge of CSR
to Dannon and to many other companies is making the programs they develop strategic and communicating
their authentic commitment in a sincere way.
In this case study analysis, you are to address the following, utilizing the headings below in the body of the
paper. You must cite all facts from the case study itself. In addition to citing from the case study, you must
also cite at least two other resources. Required assignment length (not including cover page and reference
page): 68 pages.
Introduction
Provide a synopsis of the company and the case.
To Communicate or Not to Communicate?
Discuss whether or not Dannon should start to proactively communicate to consumers its CSR
initiatives. Discuss the benefits and risks that Dannon would face. Analyze the implications for
Dannons current CSR initiatives.
Impact of a Corporate Parent
Discuss the impact that having a corporate parent plays in Dannons decision about whether to
externally communicate its CSR programs. Discuss the risks and benefits of having a corporate parent
and how this impacts Dannons communication plans.
The Communication Strategy
Design a focus and communication strategy for Dannons CSR campaign to its consumers. Support
your decisions with research.
Conclusion
Summarize in 23 paragraphs the most important elements addressed in this analysis.
References
Include a separate page of APA-formatted references. At the minimum, the case study should be
included, as well as two outside references. There should be no items listed in the references that
were not included in the body of the paper as in-text citations
Case Study #2: The Dannon Company
Review the Dannon Company case study in the Resources folder.
At the end of 2009, The Dannon Company was considering proactively communicating its CSR efforts to
consumers. With the strong connection between Dannons production of health foods and its commitment to
health- and nutrition-based CSR activities, making consumers aware of these efforts could enhance the
companys success, but risked tainting its deeply ingrained CSR as a marketing ploy. Dannon wanted to
maintain its holistic approach to social responsibility and commitment to social values. The challenge of CSR
to Dannon and to many other companies is making the programs they develop strategic and communicating
their authentic commitment in a sincere way.
In this case study analysis, you are to address the following, utilizing the headings below in the body of the
paper. You must cite all facts from the case study itself. In addition to citing from the case study, you must
also cite at least two other resources. Required assignment length (not including cover page and reference
page): 68 pages.
Introduction
Provide a synopsis of the company and the case.
To Communicate or Not to Communicate?
Discuss whether or not Dannon should start to proactively communicate to consumers its CSR
initiatives. Discuss the benefits and risks that Dannon would face. Analyze the implications for
Dannons current CSR initiatives.
Impact of a Corporate Parent
Discuss the impact that having a corporate parent plays in Dannons decision about whether to
externally communicate its CSR programs. Discuss the risks and benefits of having a corporate parent
and how this impacts Dannons communication plans.
The Communication Strategy
Design a focus and communication strategy for Dannons CSR campaign to its consumers. Support
your decisions with research.
Conclusion
Summarize in 23 paragraphs the most important elements addressed in this analysis.
References
Include a separate page of APA-formatted references. At the minimum, the case study should be
included, as well as two outside references. There should be no items listed in the references that
were not included in the body of the paper as in-text citations
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