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Case Study

Transforming the global fishing industry: The marine Stewardship Council at full sail?

By Ulrich Steger, Alexander Nick, Oliver Salzmann and Aileen Ionescu-Somers

12 pages

August 2006

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Reference: IMD-2-0083

The Marine Stewardship Council (MSC) is an NGO –headquartered in London and established by WWF and Unilever in 1997 to set up a certification and eco-labelling system for sustainable fishing. The case describes the MSC’s initial and more recent challenges including the Tragedy of the Commons, a wide range of less willing stakeholders, and the complexity of certifying fisheries on sustainability criteria. It also outlines management decisions to meet at least some of the challenges: improved transparency and engagement with stakeholders, new governance structures and certification methodologies.

Learning Objective

Participants should 1) see the challenges associated with the certification of sustainable business practices (in general and in fisheries in particular); 2) reflect on the institutional dilemma presented by the wide range of often conflicting stakeholder demands; 3) see the necessity to carry out strategic (i.e. focused) stakeholder engagement (find the most important allies) and establish effective governance structures.

Keywords

Certification, Fishery, Non-Governmental Organization, Stakeholder Management, Corporate Sustainability Management

Settings

1997-2006

Type

Published Sources

Available Languages

English

Related material

Teaching note, Video

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This case study is part of a series

The Marine Stewardship Council (A): Is a joint venture possible between "suits and sandals"
The Marine Stewardship Council (B): Departing in unchartered waters
Transforming the global fishing industry: The marine Stewardship Council at full sail?

2010 ECCH AWARD WINNER (Economics, Politics & Business Environment)

This case study is part of a series

The Marine Stewardship Council (A): Is a joint venture possible between "suits and sandals"
The Marine Stewardship Council (B): Departing in unchartered waters
Transforming the global fishing industry: The marine Stewardship Council at full sail?

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

By Ulrich Steger and George Rädler
Case reference: IMD-2-0080 ©2000

Summary

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 interes...

2001 EFMD AWARD WINNER (Social & Environmental Responsibility)

Reference IMD-2-0080

Available Languages English

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Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Sustainability

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The Marine Stewardship Council (B): Departing in unchartered waters

By Ulrich Steger and George Rädler
Case reference: IMD-2-0081 ©2000

Summary

This case deals with the actual implementation of the Marine Stewardship Council (MSC). The case explains in detail the certification process for f...

2001 EFMD AWARD WINNER (Social & Environmental Responsibility)

Reference IMD-2-0081

Available Languages English

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