February 2013

		Featured Case in Marketing
		Ivey Cases Win in Six of 14 Categories at 2012 EFMD Case Writing Competition
		Opportunities in China
		New Director of Ivey Publishing

FIJI Water and Corporate Social Responsibility - Green Makeover or Greenwashing? (Simplified Chinese version)

This case analysis traces the establishment and subsequent operation of FIJI Water LLC and its bottling subsidiary, Natural Waters of Viti Limited, the first company in Fiji extracting, bottling and marketing, both domestically and internationally, artesian water coming from a virgin ecosystem found on Fiji's main island of Viti Levu. The case reviews the growth and market expansion of this highly successful company with the brand name FIJI Natural Artesian Water (FIJI Water). The company has grown rapidly over the past decade and a half, and now exports bottled water into many countries in the world from its production plant located in the Fiji Islands. In 2008, FIJI Water was the leading imported bottled water brand in the United States. In the context of great marketing success of the FIJI brand, particularly in the U.S. market, the case focuses on how the company has responded to a number of corporate social responsibility (CSR) issues, including measuring and reducing its carbon footprint, responsibilities to key stakeholders, and concerns of the Fiji government with regard to taxation and transfer pricing issues. The case provides a compelling illustration of how CSR challenges may jeopardize the sustainability of a clever marketing strategy.

Learning Objective:
To help students understand why and how contemporary marketers have to embrace CSR in order to make their marketing strategies sustainable. The case vividly illustrates the triumph of clever marketing but, at the same time, the alleged failure of CSR. In other words, it attempts to convey a message that having a superb product backed up by a brilliant marketing strategy cannot guarantee sustainable success in the marketplace unless social and environmental issues surrounding that product and strategy are properly addressed and acted upon. In this case, FIJI Water faces CSR issues that may jeopardize an otherwise successful marketing strategy. A related objective for this case is then to provide a forum for discussion, analysis and decision making on what the company can or should do in order to successfully cope with the CSR challenges it faces.

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We are pleased to announce that the following Ivey cases were winners in the 2012 EFMD Case Writing Competition. There were more winning cases from Ivey than any other business school in the world. Over 200 cases were submitted by authors from 30 countries to this prestigious case competition. The goal of the competition is to facilitate quality case writing involving European companies and institutions as well as topics concerning other geographical or subject areas which are generally underrepresented among available sources.

• Chabros International Group: A World of Wood, Paul W. Beamish, Bassam Farah (MENA Business Cases)
• Veja: Sneakers With a Conscience, Oana Branzei, Kim Poldner (Latin American Business Cases)
• Bayer CropScience in India (A): Against Child Labor, Charles Dhanaraj, Oana Branzei, Satyajeet Subramanian (Indian Management Issues and Opportunities)
• Launch of Durra: Women in Islamic Banking, Alexandra Roth, David T.A. Wesley (Euro-Mediterranean Managerial Practices and Issues)
• Danfoss - Global Manufacturing Footprint, Torben Pedersen, Jacob Pyndt (Supply Chain Management)
• Novo Nordisk: Managing Sustainability at Home and Abroad, Jette Steen Knudsen, Dana Brown (Corporate Social Responsibility)

Winning cases have been entered into the "Best of the Best" category and the overall winner will be announced in April. Congratulations to all!

The Ivey collection contains over 3,800 cases and 600 articles. Hundreds of these cases focus on issues specific to China and over 540 of which are available in Simplified Chinese. We are in the process of translating over 100 additional Ivey cases and have recently hired dedicated staff in China to respond to the increasing market demand.

To learn more about the opportunities in China, please contact our office.

In late January, Ivey Publishing welcomed Matthew Quin as its new Director. The latest member of the Ivey Publishing team joins the organization with a background in marketing, PR and communications.

“This is a very exciting role in an important part of the Ivey family,” notes Quin. “Ivey Publishing has a great team and publishes a world-class product.”

Quin joins Ivey Publishing from King’s University College where he established the communications and media relations department. He also brings experience from the non-profit and corporate environments.

"Ivey Publishing is a leader in the industry which is something that London and Canada should be proud of,” he continues. ”Ivey Publishing cases are used around the world and connect students and faculty to the latest business thinking and to the case method - I’m excited to be a part of the organization that does such important work.”

Many thanks go to Greg Yantz for his tremendous leadership and dedication during his tenure. We wish him all the best in his new role as Director, Admissions & Recruiting in the Ivey MBA Recruiting & Admissions office.