Ref: IMD-2-0080

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Reference: IMD-2-0080

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Marine Stewardship Council (A): Is a joint venture possible between "suits and sandals"

Ulrich Steger

By Emeritus Professor Ulrich StegerUlrich Steger and George Rädler

This case deals with the depletion of fish stocks in the late 1990s. Unilever, one of the biggest fish producers in the world, had a strong interest in finding a solution for this dilemma. Unilever decided to found the Marine Stewardship Council (MSC). This council is run as a joint venture with the World Wildlife Fund for Nature (WWF).

The case gives a detailed background of both Unilever and the WWF in order to understand their intentions. It then describes the process of setting up the MSC and deals with the issues of stakeholder management. Interestingly, other environmental groups heavily criticized the WWF for joining forces with Unilever. 

Learning Objective

Students will understand the different agendas of both players and how to overcome the intricacies.

Keywords Conflict Management, Cooperation, Corporate Sustainability Management, Fishery, Stakeholder Management
Settings Global
Type Field Research
Copyright ©2000
Language English
Related material Teaching note, Video
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Reference: IMD-2-0080

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Reference: IMD-2-0080

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