Exam 47: Concerns over Sustainability Result in Social Media Disaster for Nestlé

Which of the following might have helped Nestlé's Facebook monitor prevent a public relations disaster and a damaging boycott?

Even if the Twix commercial parody infringed on its copyright,Nestlé should have allowed it to remain because that would be doing the "right thing"-that is,it would show corporate social responsibility.

Once accused by Greenpeace,Nestlé chose not to exercise any ethical responsibility.

The Natural Marketing Institute has identified a number of trends that are now becoming American consumer values.Since Twix's main market is the U.S.,which trend(s)should Nestlé consider in both the marketing and production of its candy bars?

Until it was accused by Green Peace of deforestation,Nestlé had no prior controversies surrounding its corporate ethical behavior.

If Nestlé's supply-chain and/or marketing managers had performed a SWOT analysis of its supply sources for palm oil,it could have foreseen that Greenpeace might have taken the action it did.

In purchasing palm oil for its candy bars from a nonsustainable supplier,which level in the pyramid of corporate responsibility did Nestlé neglect?

From a marketing standpoint organizational focus,what did Nestlé do right in doing the wrong thing-by letting the social media disaster do more damage to its reputation than selling Twix candy bars?

How could Nestlé have better anticipated its mistake with social media in triggering a more widespread boycott?

The Nestlé managers who oversee the content and interaction that takes place on its Facebook,Twitter,and the like should now perform routine __________ to ensure that social media no longer poses an external threat.