Case Study

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

13 pages
February 2000
Reference: IMD-2-0080

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
Stakeholder Management, Cooperation, Conflict Management, Fishery, Corporate Sustainability Management
Settings
Global
1997
Type
Field Research
Copyright
© 2000
Available Languages
English
Related material
Teaching note, Video
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

2001 EFMD AWARD WINNER (Social & Environmental Responsibility)
Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics